Objectives

Since 2014, AMC Networks has raised awareness around the historical importance and modern-day significance of Black History Month in the United States through the company’s award-winning annual PSA campaign.

The objective of the campaign is to communicate the tremendous impact of Black History Month by featuring leading members of Congress sharing in their own words the stories of inspiration and perseverance that inspire them, and the issues that they remain focused on today. These important messages are then shared broadly across the company’s premier entertainment brands including cable TV networks – AMC, BBC America, IFC, SundanceTV, and WE tv – as well as the streaming service ALLBLK (formerly “UMC”).

Strategy and Execution

In 2020, the company took the campaign to new heights with a fresh and powerful creative direction and expanded its reach. For the seventh consecutive year, AMCN partnered with the Congressional Black Caucus (CBC) and returning partners, the NAACP, asking members of Congress to share their compelling stories, insights and inspirations in documentary-style interviews filmed in Washington D.C. Participants included Representatives André Carson, Emanuel Cleaver, James Clyburn, Bonnie Watson Coleman, Gwen Moore, Donald Payne, Jr., and Hank Johnson.

The PSA series centered on four thematic spots that aired throughout the month of February:

• “Black History is American History:” A celebration of Black History featuring Congressman James Clyburn [NC – 6], Congressman Andre Carson [IN – 7] and Congresswoman Gwen Moore [WI – 4].

• “Historically Black Colleges and Universities:” This PSA honors HBCUs and their impact. Featuring Congresswoman Bonnie Watson Coleman [NJ – 15], Congressman Donald Payne, Jr. [NJ – 10], Congressman James Clyburn [NC – 6] and Congressman Andre Carson [IN – 7].

• ”Voting:” A look at some of the most notable moments in the fight to protect the voting rights of African Americans. Featuring Congressman Hank Johnson [GA – 4], Congressman Donald Payne, Jr. [NJ – 10], Congressman Andre Carson [IN – 7], Congressman Emanuel Cleaver [MO – 5] and Congresswoman Bonnie Watson Coleman [NJ – 15].
• “Black Women in History:” A look at the powerful women, past and present, who shape change in American History. Featuring Congresswoman Gwen Moore [WI – 4], Congresswoman Bonnie Watson Coleman [NJ – 15] and Congressman Hank Johnson [GA – 4].

Once production was complete, the PSAs rolled out on-air and online across AMC Networks’ suite of channels including AMC, BBC America, IFC, SundanceTV, and WE tv. They were shared across each network’s social platforms and showcased on the digital site for ALLBLK (formerly UMC.)

Results

The PSAs aired more than 500 times across AMC, IFC, SundanceTV, WE tv, and UMC, and garneried 27 million on-air impressions, an increase of over 5x year-over-year, as well as 370,000 social media impressions across Twitter, Instagram, Facebook, and LinkedIn. They were featured in online newsletters from NAMIC, the NAACP, and were covered in Cablefax Daily. For the first time ever, the PSAs were also featured in theaters at the IFC Center in downtown Manhattan and the Brooklyn Academy of Music in downtown Brooklyn. They aired as pre-roll before all film screenings, reaching an additional 53,000 audience members.

Overall, the campaign was a success in elevating awareness for Black History Month across AMC Networks platforms and channels – acting as a moment of reflection, remembrance and celebration of the impact of civil rights advocacy.

Media