LIFT EVERY VOICE
2020 - Facebook
Creative Lead
Every February, the US and Canada celebrate the historical contributions of the Black Community during Black History Month. With this campaign, we set out to recognize the Facebook Groups and individuals who are making Black History every day, and using Facebook Groups to come together in powerful ways. This was a celebration of the Groups and individuals uplifting the contributions of the Black Community, drawing inspiration from the Black National Anthem. As it starts with the words “Lift Every Voice”, that’s exactly how we wanted to celebrate Black History Month with the Facebook App.
An icon of Black American culture, "Lift Every Voice and Sing" was written by poet James Weldon Johnson in 1900 and adopted as the Black National Anthem shortly thereafter. For over a century, its lyrics have brought together generations of Black women and men.
Our campaign “Lift Every Voice” will celebrate the Black community, reinforcing our brand belief that people can do more together than alone. Our hero piece is a film which includes a performance of the song, “Lift Every Voice and Sing”, by the female vocalists June’s Diary and members of Facebook Groups. The film debuted on Mark Zuckerberg's Facebook page, then a :60s cutdown premiered on TV during the NBA All Star game. Throughout the month, we launched additional content featuring Groups, Facebook Watch talent and unsung heroes from the community, our modern-day history makers.
FILM - Our TV spot was directed by Jason Harper and aired during the the 2020 NBA All Star game in Chicago
Portraits of Black Heroes
Working with illustrator Jade Purple Brown, we created portraits of unsung Black community heroes that were nominated by Facebook Groups.
Poem Posters
Working with typographer and designer Jamar Cave we created posters featuring the lyrics to the Black National Anthem.
