We The Culture
Empowering the African-American Community
People are captivated by stories, and every brand or product has a unique one. However, these stories aren’t always told.
This initiative will spotlight the individuals behind Black-owned businesses, unveiling the origin stories of their brands and the products they’ve created.
By harnessing the power of personal recommendations and word of mouth, we’ll transform personal Facebook and Instagram pages into dynamic advertising platforms for these businesses.
Touchpoints: art direction,
promotional, Illustration
We’d use a selection of Black-owned businesses like the ones below,
specifically headlining businesses from the existing ‘We The Culture’ roster.
Examples of influencers
we’d like to partner with to launch the campaign.
Access toolkit links via influencers, WTC social pages, or your favorite businesses’ pages. Use these toolkits to promote your favorite businesses and rally support from your followers.
Social Toolkit
Collaborating with Influencers from the Start:
Celebrities will highlight Black-owned businesses and share a toolkit link for updating Facebook pages. Users sharing content with the toolkit will tag #BeTheBillboard and #ShopBlack, with posts displayed under these hashtags.
The Face Behind Podcast Series
Every Monday, WTC announces a guest speaker and invites questions. On Friday, the speaker answers them live on The Face Behind Podcast via Facebook Audio Rooms.
Facebook Marketplace Directory
Clicking a hashtag, post, or photo recommendation directs users to the Marketplace, where these businesses are grouped. A 'Black-Owned Businesses' tab in the sidebar will feature categories like "near you" and "tagged by your friends." Users can also list products from their favorite Black-owned businesses, linking to the business's Facebook page.