{ "media_type": "text", "post_content": "Is there really any way for corporate brands to get Juneteenth-centered ad ideas right beyond a major contribution to causes or non-profits benefiting Black people? \n\nWhat else could they say or do that’s actually meaningful, especially if they wish to avoid the very specific subject of American Slavery?", "post_id": "609996258682740024988629", "reply_count": 6, "vote_count": 3, "bowl_id": "5ac7539e4124b90013c7629c", "bowl_name": "Black In Advertising" }

Is there really any way for corporate brands to get Juneteenth-centered ad ideas right beyond a major contribution to causes or non-profits benefiting Black people? What else could they say or do that’s actually meaningful, especially if they wish to avoid the very specific subject of American Slavery?

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I’d argue you cannot celebrate Juneteenth and avoid talking about American Slavery. That’s the point of the holiday, to celebrate the day America somewhat came to its senses and began an extremely long and still incomplete journey toward treating Black people like actual human beings. IMO, unless it is a Black-owned brand, they need to put their money where their mouth is. Or at least identify an initiative to make their numbers more diverse within their work base/employees. Just celebrating it to jump on the bandwagon will be swiftly, harshly, and justifiably criticized.

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I’m with you here. I’ve been trying to help the (not Black-owned) brand understand this, but it seems to be falling on deaf ears because they really feel it’s necessary to engage the Black community (re: get more cool points/brand affinity with Black people) on an ongoing basis. Not a problem inherently, but solid groundwork hasn’t been laid to suddenly jump in. Just trying to make sure I’m not overthinking this. Thanks for the reply.

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Idk that Juneteenth should be a paid media campaign. I think paid holiday yes, cause marketing maybe but like what product would you advertise?

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That’s exactly what I’m getting at @Copywriter 1. A brand I’m close to wants to be involved, but they’re not Black-owned and probably won’t address what the day is actually about beyond some iteration of “Happy Juneteenth” ...which for me personally is a big no. Not sure what other routes they could take outside of giving to a cause, or a Ben & Jerry’s approach (won’t happen) that would make sense.

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It seems you have already provided sound counsel to this company. If this marketer will not listen, perhaps they deserve the resounding rebuke they undoubtedly will receive. Just make sure your advice is on the record, lest folks get amnesia and try to feign ignorance.

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