Black History Month and Communications

This Black History Month, PRSSA is recognizing some influential PR campaigns:

Colin Kapernick and Nike

In 2016, Kaepernick, former San Francisco 49ers quarterback, began taking a knee during the national anthem before games to bring attention to the killing of Black Americans by police and racial inequality in America. In 2018, Kaepernick became the face of Nikes; advertising campaign for the 30th anniversary of its “Just Do It” motto. This campaign was successful as Nike’s stock rose by 5%, after the release. Kaepernick’s actions emphasis the impact and importance of using various platforms like a campaign, social media, an a spokesperson who is passionate about social injustice to bring attention to the issue.

Dove’s Hair Love campaign

Dove brought awareness to the Crown Act, a law that prohibits race based hair discrimination by partnering with Matthew A. Cherry a young Black filmmaker who produced a short film called Hair Love. This film won an Academy Award in 2020. Dove created a “For Your Consideration” campaign designed to make the film and the issue of hair discrimination unmissable to Oscar judges and the public. In the end, the campaign earned 800MM+ total earned impression, headlines in the NY Times, Washington Post, Variety, and 350+ social impressions with shares from Shonda Rhimes, Gabrielle Union, and other celebrities. Also, the Crown Act was mentioned at the Oscars.