The objective of Changemakers is to spotlight Black LGBTQ small business owners and their impact within their local communities before and throughout the COVID-19 pandemic.
Changemakers is the first series of its kind to spotlight 4 Black LGBTQ business owners while also awarding them with a $10,000 grant. Black LGBTQ content as a whole is incredibly sparse, and as a product of NEON, GLAAD’s content channel to increase visibility for Black LGBTQ people, Changemakers is inherently impactful and original by uplifting a vastly marginalized community that was disproportionately affected by COVID-19. Lastly, being that Changemakers is the result of a corporate partnership with Ally, the nature of the partnership, in which the brand is not overwhelmingly visible and did not lead on the creative process, nor the messaging.
In a series of intimate short documentaries, “Changemakers” aims to amplify the stories of local heroes, and send messages of support and inspiration to LGBTQ and Black-owned small businesses.
First, GLAAD identified four Black LGBTQ businesses that would benefit from grant money and the visibility offered by the campaign. GLAAD coordinated with each, and traveled across the country to record interviews and video content. GLAAD handled all the production and video editing in house, and unveiled each episode, with full press coverage, over the course of 6 months.
Across GLAAD’s channels (YouTube, Twitter, Instagram), the Changemakers series has accrued 25,000 views. Changemakers has also been a recipient of the following awards:
Winner, Webby Award “Video: Diversity & Inclusion” (2022)
Winner (Bronze Distinction), Shorty Awards “Branded Series” (2022)
Winner (Best in Show), FCS Portfolio Awards “Corporate Image” & “Multicultural” (2022)
Winner (Silver) Telly Awards, Social Video Series-Series: D&I (2022)
Changemakers has since been renewed for a Season 2, and GLAAD has chosen to expand the mission of the series by uplifting not only Black LGBTQ business owners, but Black individuals who are making an impact in their local communities.