My Black Job was inspired by a politically charged moment during the 2024 presidential debate when the phrase “Black job” was used dismissively. Rather than let the comment reinforce harmful stereotypes, we transformed it into a cultural movement, reframing the term as a symbol of purpose, pride, and power. The idea was to reclaim the narrative, uplift Black voices, and inspire civic engagement, especially among Black men in key battleground states.
In partnership with the Harris for President campaign, we created a six-part video series featuring influential Black figures—like Jermaine Dupri, Alencia Johnson, and Dr. Wes Bellamy, who spoke candidly about identity, work, and what it means to serve your community. Each episode built on the idea that doing your “Black job” includes showing up, speaking out, and voting.
Our goals were to:
Reclaim and redefine “Black job” as a source of empowerment
Drive political engagement in Georgia, Pennsylvania, Michigan, Wisconsin, and North Carolina
Encourage voter turnout through culturally relevant storytelling
Spark pride and reflection in the Black community
With limited media spend and a 3-week timeline, the campaign generated 5M+ video views, 5M+ impressions, and over 100K engagements, demonstrating that culturally rooted, purpose-driven content can spark action and redefine conversations at a national scale.
My Black Job came to life in response to a pivotal cultural and political moment. Following the 2024 presidential debate, a dismissive remark referring to “Black jobs” triggered widespread conversation online. Rather than ignore the moment, we saw an opportunity to flip the narrative to redefine “Black job” not as a stereotype, but as a symbol of pride, community, and civic responsibility.
Our plan of action had to be fast and strategic. With just three weeks to develop, produce, and launch the campaign, we worked collaboratively with the Harris for President campaign to shape a concept that was both emotionally resonant and politically relevant. We casted Black leaders and changemakers, spanning entertainment, politics, business, and activism, who could speak truthfully and powerfully to the question: “What does your Black job mean to you?”
The video series was filmed in one production cycle and rolled out across Instagram, YouTube, Facebook, and TikTok. Each episode tackled a different theme from dismantling stereotypes to the power of voting, and was paired with social-first creative assets designed to spark engagement. We also directed audiences to IWillVote.com, integrating civic action directly into the campaign’s call to purpose.
Key Features
Talent-driven storytelling: Featuring Jermaine Dupri, Pinky Cole, Bakari Sellers, Dr. Simone Whitmore, Alencia Johnson, Dyllón Burnside, and Dr. Wes Bellamy.
Strategic rollout: Launched across all major social platforms to maximize reach.
Cultural conversation: Positioned to address a real-time cultural moment while tying it directly to voter mobilization.
Targeted impact: Focused on engaging Black men ages 18–44 in key battleground states (Georgia, Michigan, Pennsylvania, North Carolina, Wisconsin).
Challenges and What Made It Unique
We faced several challenges: the compressed timeline, a highly charged political climate, and the need to create nuanced content that balanced cultural authenticity with a clear civic call to action. Additionally, we had no traditional media spend to rely on organic storytelling and audience trust were our currency.
The biggest challenge was making taboo political messaging feel personal. To overcome that, we didn’t lecture, we listened. We let Black voices lead the conversation, and in doing so, we gave the community permission to see their work, identities, and impact as part of the democratic process.
What made My Black Job unique wasn’t just the messaging; it was the moment. We captured a national flashpoint and transformed it into something actionable, emotional, and enduring. More importantly, there was over a 78% retention among Black male voters in target states, validating the power of cultural storytelling as a political strategy.
My Black Job met and exceeded its primary objectives: reclaiming a harmful narrative, engaging Black men in key battleground states, and inspiring civic action through culturally resonant content.
The campaign generated 5M+ video views, 100K+ engagements, and 5M+ impressions across Instagram, YouTube, Facebook, and TikTok, organically. With no paid media support and a turnaround of just three weeks, the campaign still ranked among The Shade Room’s top-performing civic efforts in 2024.
What truly defined success, however, was the impact on sentiment and voter retention. Thousands of audience comments reflected emotional connection, cultural pride, and validation. People didn’t just watch; they felt seen. They shared. They engaged. They listened.
Following the rollout of My Black Job and aligned initiatives, over 78% of Black men were retained by Election Day. The content directly addressed the audience's concerns, in their language, with their voices.
By turning a moment of political marginalization into a movement of empowerment and action, My Black Job proved that purpose-driven content, when rooted in truth and culture, can shift narratives and move people.
