Like many Black professionals in comms—whether in PR, marketing, advertising, or social media—I eagerly awaited October 1st, expecting a wave of Black History Month campaigns. I hoped to see brands championing Black causes or celebrating Black culture, especially in times when the world feels overwhelmingly against us.
To my surprise and disappointment, this year there were barely any campaigns. This absence raises key questions: Are brands afraid of appearing performative, or simply unsure how to engage authentically without seeming disingenuous? The lack of activity suggests that while progress has been made, there’s still a long way to go in genuinely celebrating Black history and people.
I understand the hesitation. Cancel culture is very real, and one misstep can have lasting consequences (just look at Heinz’s recent mishap—though, let’s be honest, they’ll recover). No one wanted to offend or upset Black audiences, but the silence was telling!
There’s always risk in taking a stand, but playing it safe won’t always work either. I once dyed my hair orange—risky, yes, but one of the best decisions I’ve ever made. I looked amazing (totally different scale, but you get the drift).
However, not all hope is lost. Some brands stepped up, like Wray & Nephew with their ‘Wray Forward’ Powerbook and Rise 365’s push for more diverse emojis representing Black and mixed-race hairstyles. These campaigns succeeded because they engaged genuinely with the community. They had the right to operate in this space, and their efforts were rooted in real insight. When campaigns are built on understanding and collaboration, they resonate far more effectively.
So, to ensure next year is flooded with Black History Month campaigns that bring a smile to my face, here’s a handy list you can send to your boss, their boss, and their boss’s boss:
- Don’t just post on socials and call it a day. Donate to causes and show real support.
- Diversify your workplace. Acknowledge where you’re lacking, and make actual changes.
- Be transparent: Share your brand’s journey toward improving diversity, even if it’s a work in progress. Honesty builds trust.
- Fact-check everything (seriously, no mistakes like mixing up Black celebrities).
- Ask a Black colleague for feedback on ideas. It can save you from missteps.
- Collaborate with the Black community: Work with Black creators, influencers, or organisations to ensure authenticity.
- Focus on year-round efforts: Don’t limit your support to just one month. Commit to long-term diversity and inclusion initiatives
