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BRiM (Black Representation in Marketing) Campaign

The Facebook-backed diversity initiative

Client

  • BRiM

Office

  • London

Challenge

Calling on brands and agencies to commit to change, while providing the right tools to make a difference and track progress.

Inspiration

It’s time to turn good intentions into action, and that the change needs to happen right now. To help make that happen, all the work drives people to discover the BRiM framework and find out what they can do to improve representation.

Idea

BRiM’s idea is brought to life with a series of ads dramatizing how the industry isn’t working well for Black talent or for Black consumers. Initially, the ads feature a series of malfunctions, including social posts where loading wheels appear where Black talent should be, and ’404 error’ messages that highlight ‘Black representation not found.’

As the campaign moves from awareness to action, executions hero quotations from industry leaders as well as excerpts from the framework itself – practical things marketers of any level can do to improve Black representation in marketing.

Growth

The BRiM initiative is headed by Facebook and backed by the Advertising Association in partnership with advertisers and agencies including Tesco, Unilever, Shell, PepsiCo and Universal. Companies which sign up to BRiM are committing to a long-term journey and will be tracked on an annual or biannual basis to measure and report progress.

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