Our goal for this work was to get non-Black people in the US who proactively support, are curious about, or are indifferent to combating racism against the Black community to take action against racism by donating, volunteering, and peacefully protesting (and beyond). Amplifying communities and resources that people can participate in through our newly launched Guide surface.
The global moment of protest against police brutality towards Black people inspired Instagram to unequivocally demonstrate our commitment to fostering a safe and inclusive community. Across Instagram, we saw a prolific community sharing of empathy, resources, and tools to support one another. The Instagram community wanted to take action and do more.
In response, we developed a house ad to drive back to a customized Act for Racial Justice Guide where the audience could learn about ways to take action for racial justice. Posts from Black Creators such as @OfficialMillennialBlack, @TherapyforBlackGirls, and @HippyPotter were included in the guide for people to follow, learn more, and take action.
There are many ways to act for racial justice. Now is the time.
Targeting Gen-Pop, we were able to reach 124M Ad impressions contributing to over 11M total views of the Instagram Act for Racial Justice Guide
Achieved click through rate of .59%
Organizations featured were excited for the opportunity to be featured and some saw their following grow
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