Allstate’s 2017 Black History Month campaign continued the “by our hands” motif introduced the previous year by invoking the notion of “social solidarity”. We highlighted businesses that are black-run, black-owned, and black-benefitting in a documentary-style dive into their stories. We focused on individuals whose stories emanated the concept of “for us and by us” revealing a new chapter of stories that are worth expressing, worth knowing, and worth learning. This iteration of the campaign consisted of online video, sponsored social posts, streaming, and terrestrial radio executions. As the author and steward of both campaigns, it was deeply moving to see a focus on the community that was truly worth the elevation a company like Allstate can provide.
Copywriter (sole writer)
#WORTHTELLING CAMPAIGN SPOT :30
WORTH MEETING- introducing the 3 new chapters of #WorthTelling