The YouTube series Recipe for Change: Amplifying Black Women celebrates the stories, traditions, identities, and experiences of Black women through three distinct dinners hosted by Mary J. Blige, Saweetie, and Tabitha Brown. Each table brings together powerful women to discuss important and timely topics such as codeswitching, colorism, misconceptions, mental health and lived experiences. The ladies engage in heartfelt conversations while dining on delicious foods from renowned Chefs including Kelis, Danielle Saunders, and Tabitha Brown's very own restaurant.
Picture Motion developed a campaign for the series centered around thematic and host-led screenings across various sectors of the communities engaged with Black womanhood and sisterhood, mental-health, traditions, culture, faith, identity, and mentorship. The goal of the campaign was to empower audiences to cultivate community and personal wellness dialogue and build local and national awareness and amplification of the issues Black women face.
Here are just a few facts on issues faced by Black women:
Black Americans are 20% more likely to experience serious mental health challenges.
Women experience depression at rates twice that of men: however, Black women are half as likely to seek care as white women due to stigma.
Black women are disproportionately affected by lack of access to quality healthcare, health insurance, and culturally responsive healthcare.
Multiple factors contribute to these health inequities, such as quality of care, structural racism, and bias.
Black women make 62 cents on every dollar earned by white men.
In 80% of Black families, Black women are either the sole or main provider.
Through our campaign strategy, we identified a diverse range of communities to drive organic support and engagement around the episode, and its supplementary bonus content. To bring the film to as many communities as possible, we worked with partners (ranging from grassroots organizations and educators to national-scale organizations) to organize community screenings across the country from May 2022-August 2022.
We developed a robust discussion guide and screening toolkit that was provided to equip hosts and allow them to prepare for post screening discussions and/or Q&A’s with their community as well as issue area experts. The discussion guide included an episode overview, instructions on how to use the guide, an impact activity, discussion questions, resources for audiences, and calls to action and was given to screening attendees to inspire them to think more deeply about the experiences of Black women and girls. These materials were able to facilitate meaningful discussions about Black women and girls, the challenges they face, and the ways in which they can uplift each other.
Here are a few quotes from grassroots screening hosts and attendees:
“It was very well produced, engaging, and enlightening! Before the screening began, we prepared a spiritual plate for our ancestors, who always celebrated joy and love through the food they prepared. We ate great food as we watched the film. We stayed a few hours after the screening to share more stories of triumph and trauma and left feeling very connected to each other.” - Screening host, One Love Global.
"Thank you for having this forum, it's truly appreciated. We as women need to do more to be our Sistah's keeper” - Screening attendee
“The deep and open conversation was impactful.” - Screening attendee, El Nido Family Centers/Teen Family Services Program
“This felt like home. I’m so grateful that I got to be apart of it, and I will spread the word” - Screening attendee
“We need to give platforms beyond tragedy.” - Screening panelist
“Glad to have an opportunity to talk about issues that people do not usually talk about.” — Screening attendee, community organizer/member of Atlas Corps
“Enjoyed seeing the Joy of Black Women” - Screening attendee, involved in mental health advocacy
In addition to organizing 40 grassroots screenings and community conversations, we also produced two marquee impact events–kicking off with a premiere screening and panel at the YouTube Stages in Playa Vista, CA, and closing out with an executive screening and panel at The Gathering Spot in Los Angeles, CA. Additionally, we featured the episode at the Women’s Convention in Houston, Texas for an audience of 200 people.
Additional stats from the campaign:
1,638 total discussion guide clicks, toolkit + content views, digital actions, etc.
2.4k+ estimated audience across all screenings.
21 states reached through the campaign including mental health advocates, educators, students, and more.
2.1k+ nonprofits and educational institutions reached through outreach.
60% of screenings took place in August for National Black Business Month.
Ultimately, our campaign activations increased awareness around the issues facing Black women and girls, cultivated community and personal wellness dialogue, pushed for important conversations around encouragement and resilience, while amplifying the voices of those seeking to change the way we view and value Black women.
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