Youth marketing agency Livity has set up a new initiative called #BrandShareTheMic as a call to arms for brands – and the agencies supporting them – to take positive action to showcase the spectrum of standout Black talent by magnifying their voices on Friday 3rd July.
Inspired by Luvvie Ajayi Jones’s #ShareTheMicNow initiative in the US, the idea will see young Black creatives and activists take over brands’ Instagram, programming content for the day – fully supported by the Livity team and its next generation network.
Vita Coco is the latest brand to pledge its support for initiative, joining the likes of Rankin, REN Clean Skincare; TALA and CoppaFeel who were the first to sign up last week.
Rani Patel Williams, Business Partner, Livity, commented: “We’re not the only ones to watch in awe as the globe came together in support of the #BlackLivesMatter campaign. The conversations across our industry have been encouraging but so far that’s all they are, conversations. At Livity, we are determined to help make sure that momentum continues with visible action. That’s why we want to continue Luuvie’s call to action with our #BrandShareTheMic initiative.
“Brands have posted messages of solidarity with black people, but that’s not enough. Their platforms, with the ability to command attention and drive real change, hold power. Taking action is a necessary thing for a brand to do right now. #BrandShareTheMic provides them with the opportunity to really stand up and facilitate change. Pledging their support is a simple, powerful statement that they truly believe that #BlackLivesMatter. And the 3rd July is only the beginning. It’s one day, but it’s the first day of doing better to drive change”
Rankin explained: “Over the last few weeks I’ve realised that it is time to give my unconscious bias a conscience. That’s why I’m supporting #BrandShareTheMic and handing my platforms over to young black creatives on the 3rd July. It’s time to consciously start listening to their voices.”
REN Skincare CEO, Arnaud Meysselle added: “REN Clean Skincare was founded 20 years ago on the principle of giving skin a voice, but we have not done enough as a brand or industry to give the black community a voice. This action is a step towards changing that. That’s why on 3rd July we are handing over the mic to the voices we need to hear from.”
Joanna Lyall, Country Manager Freeda UK., commented: “As a media brand we want to put emotion into action and to live our mission fully by spreading stories that inspire positive change. It is not just the short term moves to show solidarity and to make space that matter but also the long term moves as this is where we will drive real change. From day one Freeda has been built on inclusivity, openness and a desire to make a positive impact. We are proud to create even more space for Black creativity in this industry with #BrandShareTheMic”
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