Since 1976, the United States has celebrated Black excellence in all forms every February with Black History Month. During a month-long remembrance of significant people and important events in Black history, people from across the country share their stories to build a cohesive, safe, and strong community for all people.
ABC looked to honor Black History Month by elevating Black voices on the network, putting the focus on the Black creators, their stories, and the stories they tell through television. The network worked to increase awareness among viewers of those stories on ABC and its affiliated networks, in all their forms.
America’s history with its Black citizens is a long and complicated one, and the country’s existence is undeniably due in no small part to Black Americans standing tall throughout that history. ABC honored that powerful legacy by platforming Black voices and urging viewers to listen to their stories, from all across the world of entertainment.
The network's Black History Month promo placed a spotlight on a number of creators from across the entertainment spectrum, including "Reasonable Doubt" star Emayatzy Corinealdi, Director and Producer Prentice Penny of "Black Twitter: A People's History," "Grey's Anatomy" star Chandra Wilson, "Abbot Elementary" star Sheryl Lee Ralph, and "Black Cake" star Glynn Turman.
The efforts of these individuals in their communities, professional lives, and across borders and boundaries have genuinely positively affected so many lives and the "In Bloom" spot showcases these efforts beautifully using masterfully presented interviews that put the focus not just on the interviewees, but on their tales as well. All attention is directed at their voices and the words they carry, to turn viewers into listeners.
ABC’s efforts for the “In Bloom” hero spot (and greater campaign) during Black History Month 2024 were a resounding success because they authentically celebrated Black creativity and culture while driving measurable impact.
This included:
