#YOUTUBEBLACK UNITE was a strategic proposition authored by Futurimpose for Youtube’s BHM campaign.
Taking the essence of BHM as a moment to celebrate Black creativity, culture and community, our approach was underpinned by the idea of crosspollination while centering Black creators as the source of knowledge.
Over a month of regular live panels, knowledge exchanges and pre-recorded shows, we united storytellers across genres and demographics, from London to Lagos, Gaming to Beauty, to spotlight the voices of inspiration and authority today. Emma Dbari and Chanel Ambrosie. Nicole Crentsil and Chante Jay. Jay Ann Lopez and NNe Saga. All corners of the platform coming together to push forward and uplift Black creativity.
We offered an open license for creators, speakers and viewers to explore intersections and find commonalities across different genres and passion points.
Working collaboratively with YouTube’s production partner, Futurimpose owned all strategic thinking across the project.
The strategy cohort defined the programming, themes and topics for the consumer facing content; hosted briefing calls with the talent; curated digital workshops; created bespoke seeding ideas; as well as advising on the strategic approach for the internal YouTube event Top Creator Day: an evening of talks, workshops and sessions aimed at the biggest creators on the platform.
All work aimed to provide creators the necessary tools, information and access to help them grow as well as reinforcing YouTube’s commitment to the community.
As an agency that plays a genuine role in uplifting Black talent, Futurimpose had to be brave and bold in its approach. BHM is always a cluttered moment with brands scrambling to say something where often their voice isn’t needed, respected or heard. #YOUTUBEBLACK UNITE stands against all of this.
Rather than talking at our audience we offered an open license for creators, speakers and viewers to explore intersections and find commonalities across different genres and passion points. It was simultaneously a statement of solidarity as well as a challenge to the systemic biases creeping into digital platforms. This represents a much needed first step in the process of transformation, setting the foundation for an ongoing, long-term engagement across future projects.