Authenticity and Accountability: Black History Campaigns

If you are genuinely committed to celebrating diversity and promoting inclusivity through your content and campaigns, then the thoughtful and respectful observance of Black History and its significance should always be on your radar.

While Black History Month itself is a crucial time to celebrate and acknowledge the contributions and achievements of Black individuals throughout history, any related activity must embrace accountability and authenticity.

Every step of the way, with each action taken, you need to ensure that your efforts resonate with the community you’re celebrating and go beyond mere tokenism. Here, we’ll cover the basics before considering effective Black History Month campaigns that have positively elevated the platform and added to the conversation.

The importance of education

Any well-considered involvement is reliant on thorough research and initial engagement. The very foundation of an effective Black History campaign boils down to educating yourself and others – in particular, taking great care to avoid taking and spreading misinformation or misguided approaches to the topic. Whether you’re focusing on the historical or cultural achievements of individuals or communities, ensure that you approach the information with accuracy and sensitivity. The record of struggles and triumphs is not there to further your marketing ends.

To approach a campaign with respect and authenticity, stay open and attentive to the wider conversation around Black History and its significance. Keeping an ear to the ground is important, from engaging with articles, books, and documentaries, to considering online resources, workshops, seminars, and podcasts. Whatever you absorb, pay close attention to the source.

If you need a place to start when it comes to approaching these topics, try our previous posts on Juneteenth and Windrush for insights on Black American and Black British heritage and historical milestones respectively.

Community involvement and collaboration

As you plan and eventually execute your campaign, consultancy is key. Where possible, actively seek input and guidance from members of the Black community. Through this level of involvement and scrutiny, their insights can help you avoid any potential pitfalls and ensure that the content of your campaign is culturally sensitive and appropriate. Do not blindly construct a campaign without careful consultation if authenticity and integrity are on your agenda.

From there, what voices can you amplify? By collaborating with and incorporating diverse perspectives, you are on track to ensuring an accurate representation of Black experiences. Don’t just stop at getting input from Black photographers, writers, and other content creators. Go further by giving Black individuals and organisations a strong platform to share their stories. Amplification and allyship can be achieved through a roster of guest speakers, interviews, or feature articles; all of which will add depth and provide an important opportunity for the Black community to share directly and with greater immediacy.

Diversify your content output

So, what content counts? Black history encompasses a broad spectrum of movements, milestones, and moments. It’s important to avoid a reductionist approach to Black history where a single narrative or focus on well-known figures is given. Instead, take the opportunity to explore a wide range of topics related to Black history and culture, even championing a cause, or raising awareness for an area that deserves greater recognition.

The content that feeds your campaign can be diverse and far-reaching: think about building out articles, interviews, photo galleries, and multimedia features that will raise the profile of the connection.

Avoid harmful stereotypes and advocate acceptance

Stereotypes, tokenism, and cliches in your marketing materials should not enter the equation. Representing the Black community as a monolithic group or relying on outdated tropes can perpetuate harmful narratives that are always best avoided.

While an essential component of Black history involves elevating Black excellence and achievements, there are both historical and contemporary challenges faced by the community. Allyship comes from addressing key issues like systemic racism and social injustice in a respectful and empathetic manner to help with future awareness and drive meaningful change across communities.

Use authentic imagery

Be discerning with the imagery that you use across your campaign. When using visuals, make sure to use media that are authentic and respectful – bonus points if you’re able to support a Black photographer in the process. Avoid any stock photos that evoke the harmful stereotypes mentioned above or misrepresent the Black community. Instead, choose images that accurately reflect the diversity and richness of Black experiences.

Promote ongoing engagement

Black History Month is just one month out of the year, but your commitment to diversity and inclusivity should be year-round. There’s no single time in the year when it’s appropriate to engage with Black history and culture. If you are going to use Black History Month within your marketing plan, be prepared to engage in ongoing conversations, initiatives, and partnerships that support Black individuals and communities beyond October.

You can encourage ongoing learning and conversation about these topics throughout the year by creating educational resources, hosting discussions, and incorporating Black history into your values and initiatives. After all, consistency in your commitment is a key aspect of accountability.

Being accountable

In the pursuit of accountability, it’s crucial to acknowledge past mistakes, if any, related to insensitivity or ignorance regarding Black history and culture. Anything that you put out about Black History Month and beyond participates in an ongoing narrative as the world continues to evolve and our understanding of what shapes our society both on and offline constantly changes.

With this in mind, be open to criticism and ready to learn from your errors, taking concrete steps to rectify them when necessary. If you can demonstrate a willingness to grow and improve rather than follow a ‘trend’ blindly, then your commitment to authentic and accountable campaigns will shine through. Part and parcel with this is actively encouraging feedback from your audience and the Black community to continuously improve and refine your campaign efforts.

Be ready to set clear goals, activate effective social listening, and measure the impact of what you generate.

So, what does an effective, authentic, and respectful campaign look like?

For Black History Month and beyond, here are some success stories of campaigns that celebrated the achievements, contributions, and cultural heritage of the Black community while promoting awareness, understanding, and inclusivity:

Editorial – The New York Times “1619 Project” (2019)

The New York Times used its renowned platform to reframe American history through an ambitious initiative that focused on the impact of slavery and the contributions of Black Americans. The project launched a compelling series of essays, podcasts, and other educational materials – all of which sparked important discussions about the ‘legacy’ of slavery and systemic racism.

Entertainment media – Spotify’s “Black History is Happening Now” (2019)

Spotify used its streaming service to curate playlists, podcasts, and exclusive content focusing on Black History Month. They made a conscious effort to collaborate with prominent Black artists and activists from across the community to mix playlists and audio content that explored the history of Black music and culture.

Commercial – Nike’s “Until We All Win” Campaign (2020)

Nike elevated and empowered Black athletes and their contributions to sports and social justice through a culturally relevant campaign. They released a prolific line inspired by Black culture and activism, featuring prominent Black athletes, such as LeBron James and Serena Williams, to vocalise achievements, tenacity, and impact.

Social media – #ShareTheMicNow on Instagram (2020)

Taking ongoing cultural and social issues into account, the #ShareTheMicNow campaign was launched on Instagram in response to the Black Lives Matter movement and the urgent need for allyship. This social programme paired Black women with white women who had a significant following. In solidarity, these women “shared the mic”, providing an amplified stage for Black women to share their experiences, perspectives, and stories.

Museums and culture – highlighting the presence of black identity in collections

Museums, galleries, and cultural institutions are adept at hosting enriching exhibitions using their vast collections. The Uffizi Gallery in Florence, for example, has on multiple occasions highlighted the presence of African figures in Western culture across otherwise overlooked pieces from the Renaissance and post-Renaissance eras. Similarly, the Smithsonian National Museum of African American History and Culture in Washington, D.C., has curated exhibitions focusing on the African American experience, considering contributions in art, music, politics, and science.

What can we learn?

Running an authentic and accountable campaign around Black history requires a genuine commitment to celebration, culture, and equality. The most effective campaigns and initiatives are those that promote dialogue, education, and unity in addition to these key principles. Success is measured by engaging as broad an audience as possible in meaningful ways, acknowledging the diversity within the Black community itself, and contributing to the ongoing conversation about racial equity and social justice. By educating yourself, collaborating with Black voices, and being a force for positive change, you can create a campaign that recognises the past and strives for a more equitable future.

More Black History from Alamy

Cultural Legacies: African Kingdoms and Empires

Historic Black Communities Around the World: Liberia, Brixton and Salvador

Key Moments in the History of Black Film and Television You Should Know About

Saluting Our Sisters: Black History Month 2023

Bob Marley: One Love – A Musical Icon’s Legacy

Windrush Day: Why recognition matters

What you need to know about Juneteenth