Cultural Diversity Campaigns Oct ‘21: UK Black History Month

Activations Reroute Money to Black-Owned Businesses

Black-owned businesses are among the hardest hit by the impact of Covid-19 (New Statesman, 2020). US dating app Bumble and US fashion giant Gap are supporting UK businesses by handing over their social media real estate or creating activations to encourage consumers to spend with Black-owned brands. Bumble’s Date Generator, designed to support Black-owned venues, is a highlight.

Branded Edutainment via Black Sporting Pioneers

Other brands are harnessing sport’s prejudice-challenging power, particularly spotlighting local heroes to redress issues including the lack of Black history taught in schools and the African heritage of soccer stars. The emphasis on grassroots support is exemplified by the Premier League’s provision of teaching resources for schools and Nike sub-brand Jordan, launching year-round glocal storytelling.

Arts & Culture: Acknowledging Black Talent

Several British broadcasters and cultural institutions have commissioned content probing Black British identity, from celebrating how Black talent has shaped the classical arts or producing programming spotlighting how structural racism has affected Black Britons’ lives, including the ongoing Windrush scandal. The Royal Opera House and Royal Ballet provide inspiration for heritage brands regarding highlighting non-white histories and creative contributions.

Avoiding Tokenism: Programming That Outlives October

Nods to Black communities that only span October can lack sincerity and feel tokenistic. Combatting this, some brands are using the month as a springboard for longer-life initiatives. UK B Corps certified outdoor wear brand Finisterre’s thought-provoking video content on the restrictions Black Britons face when exploring rural Britain sets a gold standard for brand-led inclusivity.

Context-Boosting E-Comm

Brands including bookshops Waterstones, Amazon Books, and UK health and beauty retailer Boots have created Black History Month product discovery hubs that contextualise and educate via editorial content. Content ranges from guides for parents and children on how to navigate racist incidents to inspirational brand/founder origin stories.