WHERE ARE ALL THE BLACK PEOPLE?
WORK FOR THE 2020 VIRTUAL CONFERENCE
Timeline: Two Weeks
The New York based advertising conference has seen a few name changes, but it’s the most recent revision that made the biggest impact. Starting its journey asking “Where?”, the conference answered its own question in a name change to “Here Are All The Black People" in 2014. However, organizers quickly realized that the work wasn’t over, and made the lofty decision to regress.
THEIR ASK OF US
Provide a marketing strategy and social campaign that explains the name change, and gets registration and sponsorships.
As students heading into the industry, we saw opportunity to give them more. We wanted to challenge them to make as big of an impact as they made with the first iteration of the conference.
OUR ASK OF THEM
Embrace the reason for the change, don’t just explain it.
WHY THE CONFERENCE IS STILL HERE
Years of talk of diversifying hasn't produced much change.
IN 1992
5.2%
of advertising professionals identified as African American or Black.
7%
of advertising professionals identified as African American or Black.
IN 28 YEARS, THE ADVERTISING INDUSTRY HAS ONLY SEEN A 1.8% INCREASE.
THE EFFORTS OF THE ONE CLUB AND WAATBP
A simple background.
The One Club asked:
WHERE ARE ALL THE BLACK PEOPLE?
2010
...found them, and said:
HERE ARE ALL THE BLACK PEOPLE.
2014
Yet six years later the W is back.
WHERE ARE ALL THE BLACK PEOPLE?
2020
So we asked why.
THE ANSWER WE FOUND
That even though Black talent has been available, they haven’t been hired. And if they were of the minority who were, they haven’t been nurtured, promoted, or mentored.
WHICH LEAD TO OUR INSIGHT
The industry has remained
comfortably white and conveniently Black.
REEVALUATING THE ASK
Bringing the W back doesn’t mean starting over.
It means a fresh approach to the same problem – one that doesn’t leave room for excuses or ignorance.
So we went well beyond the ask to give the industry another chance.
THE STRATEGY
Demand agencies confess their culpability and pressure them to embrace and elevate BIPOC. Show us what you’re made of.
Manifesto video created for the client pitch that was used during the conference itself.
TRANSCRIPT OF MANIFESTO
where are all the black people?
we here in your faces but
there aren’t enough of us
in your office, at the table
where are all the black people?
you can’t see color
so we are looked over
yet you ask one another
where are all the black ppl?
never very far
working really hard
talented we’re stars but
where they at?
we often walk away
cuz you can’t expect change
if the system stays the same
where are all the black ppl?
we been here watching.
we remember their names,
your apathy, complacency.
where are all the black ppl?
we are stepping forward
to make a better future
and implore the industry
where are all the black ppl?
what are you afraid of?
show us what you’re made of.
MESSAGING
Who are we talking to and what are we asking of them?
COMPANY
C-SUITES
What are you actually made of? Ensure that your support extends past entry.
AGENCY
CLIENTS
Use your dollars to drive change. Ask your agencies what they’re made of, and demand diverse teams. Your money has power; if it matters to you, it’ll matter to them.
BIPOC AGENCY PROFESSIONALS
Show off what you’re made of. Ask the tough questions, and challenge the quick answers. You know what you need. Demand it.
THE CONCEPT
We're asking all the questions,
but how healthy are the answers?
SHOW US THE NUTRITION FACTS.
We needed a simple, easily digestible way to spread important information. Inspired by what we continued to refer to as “industry health” we created Industry Nutrition Facts, an initiative with the sole purpose of gathering and reporting on extensive DEI numbers, such as:
Total number of BIPOC and female-identifying employees
Office breakdowns
Department breakdowns (are BIPOC employees on creative teams?)
Leadership positions held by BIPOC and female-identifying employees
Retention and Advancement