To kick off our long term commitment towards Racial Justice we wanted to honor what Juneteenth represents by:
Educating our audience on the importance of the day.
Providing opportunities to participate and take action.
Amplifying Black voices in the community.
Our approach was to use the scale of our platform to reach a diverse audience and raise awareness of Juneteenth. The program had an immediate audience of over 200M on the Facebook platform and we also back our pledge for racial justice through utilizing paid media to amplify and expand the reach of individual voices.
This Juneteenth project is part of our sustained plan of action within a program called #LiftBlackVoices, our formal commitment to feature Black voices on Facebook’s channels on a regular basis.
The Juneteenth celebrations included:
19 Ways to Take Action on Juneteenth: a video that curated actions that people could take in the days surrounding Juneteenth. The video summarized how people could support the day and had corresponding links so actions could be taken directly from the post. From signing a petition to make Juneteenth a national holiday to supporting fundraisers that are driving change. And there were plenty of educational links for those learning about Juneteenth for the first time and wanting to acknowledge it.
19 Works From Black Artists: a curated list of creative works from Black artists across all formats such as film, books, podcasts, and more. The intention was to celebrate the importance of Black creativity and culture across the USA.
19 Ways to Celebrate Juneteenth: this curated list was intended to inspire and help people celebrate Juneteenth in whatever way felt most appropriate to them. From learning more about the history of the Black community in America to getting inspiration for Juneteenth meals, it was all about commemorating the day.
#LiftBlackVoices with Temi Coker: this was the first installment and introduction of a new program called “Lift Black Voices.” Too often the views and opinions of the Black community go unheard and underrepresented. So we committed to #LiftBlackVoices, starting with Temi, a visual artist and educator living in Texas sharing what #Juneteenth means to him.
The combined effort that brought to life Juneteenth social activation and #LiftBlackVoices was a labor of love from the Black community and allies – the time, rigor, grit and passion that went into this is woven throughout the creative.
The Juneteenth body of work for #LiftBlack Voices achieved 30M Impressions and garnered 924K interactions.