Creative Director: Devin Baker
Leading the overall programming Facebook BHM campaign with partner Bridget Bogee Bland (Social Marketing Manager), accountability and responsibility were at the core of our strategy. Social Media is often used to amplify black pain and trauma, but what if we learned about the brothers and sisters working to push our people forward, in their communities, in their entirety? We strategized. We briefed. That is exact the challenge I had for my creatives to do through our campaign "Black History Written By".
Our multiplicity cannot be contained by the 28 days of February. My creative team and I had a great opportunity to partner with award winning cinematographer and Director Bradford young to bring this tension to life as well as hero the brilliant people that are writing Black History across Facebook's apps and technologies every day. We wanted to create an experience to the best of our ability during covid time.
“Black History is timeless. Each day we are living the stories we have been waiting for.” - Bradford Young
Black History is not one month. Black History is written every day.
The words in this film were shared by people the Black community who are writing Black History across the @facebookapp and @instagram every day. These authors are at the helm of their own narratives, as they live their legacies out loud. Their collective history can’t be contained by the 28 days of February.
BLACK HEALTH = Tradition
In recent years as Negro people are better afforded the opportunities to take care of themselves and experience the sharing of critical history and information. we see an extraordinary activation around eating plant-based and raw foods. there is an expansive network and history of Negro people returning to our past cultural traditions; sharing herbal remedies, meditation, spiritual practices. These examples embody the creativity and visionary imaginations of Negro health care workers remembering our connection to our land and one another.
Black girl magic = social harmonics
We are layered within the cosmic earthly bound discussions about who we are and how we came to be. We wanted to communicate the social harmonics between Black women _midwives and Doulas engaging in subversive discourse. Black mothers are creating their own language of healthcare online. We want to demystify the mythology of #BlackGirlMagic by normalizing access to collective care. Black people are using our conversations online to protect our children and to nurture the tender discovery of our joy. Black Women use interpersonal affirmations as gestures of sisterhood. Black women have always harnessed creativity and the presence of wise patience.
Black Boy Joy = VULNERABILITY
While Black fathers may not have the same sort of rituals as women. There is a burgeoning movement of Black men demonstrating and documenting their vulnerability as fathers as well as their intimate preservation of Black Boy Joy. Black men are organizing on social media to share lessons of fatherhood as well as strategies for survival and care for our children. More importantly, protecting the joy, vulnerability, and innocence of Black boys has been a huge part of this generations representations of masculinity.