Black Girls Smile
CASE STUDY
Feb 2022 - May 2024
We Build Memorable Campaigns
LUNATORI focuses on what makes your brand memorable. In this case, with Black Girls Smile, I tied community conversations with digital strategy. Weaving pop culture and media with the mental health topics was the road we decided to travel on.
With this client:
We make content that counts
At LUNATORI, we connect your vision and mission to your audience. Below, we can delve deeper into how we achieved this with the client.
For this digital campaign, we promoted self-love, care, and compassion through popular media, building trust and relatability between the brand and the online community. We started by discussing the Cowboy Carter album, highlighting the issue Black women face in predominantly white spaces, leading to imposter syndrome and self-doubt.
I used the album’s narrative to reflect Beyoncé’s journey as a parallel to Black women's struggle for belonging. View this post
Affirmation
Campaign
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For Mental Health Awareness Month, I launched a journaling campaign for Black women, femmes, and gender-expansive people to reflect on their media consumption. One post, during the Kendrick Lamar and Drake rap beef, highlighted essayist Hue You Know’s discussion on how Megan Thee Stallion called out Drake for misogyny but was ignored.
It emphasized how Black women and femmes are often dismissed when addressing misogyny and offered journal prompts to explore these experiences. View this post
Journal
Series
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(Click the photos to see)
Reminder & Support Series
This series offers relatable and informative content focused on affirming messages about ease, comfort, and mental health.
It aims to foster community and provide support for an online audience.
In addition to creating this series, I researched other accounts, brands, and resources to expand the community beyond the one we were building with the brand.
Pop Culture Fusion
In this series, I aim to highlight elements of pop culture that hold particular significance in Black culture, especially for Black women and girls.
I explored how mental health influences our engagement with and interpretation of these cultural aspects.
