“Juneteenth” commemorates the day in 1865 when the last African-American slaves were freed in Texas, effectively emancipating all slaves in the United States. This event occurred over two years after Abraham Lincoln signed the Emancipation Proclamation. The 13th Amendment was ratified six months later in December 1865, formally abolishing slavery in the U.S. Celebrations of freedom arose, so on the day’s first anniversary in 1866, the residents of Texas designated June 19 as “Jubilee Day,” which would later become Juneteenth. Texas became the first state to make Juneteenth an official holiday in 1979, and in June 2021, it became a federal holiday.
As a brand or influencer, you can honor Juneteenth in many ways, from donating to organizations that support African-American rights to creating content that celebrates the holiday. However, it is important that this is done properly and not in a performative way, as uplifting the Black community should be a priority.
Honoring Juneteenth as a brand or influencer
Educate your audience
Understanding the history of Juneteenth is the first step in celebrating it. Whether this means creating helpful graphics, providing historical resources or sharing a Reels explanation, it is the duty of brands and influencers to educate their audiences.
After establishing historical context for Juneteenth, its cultural impact and significance can be appreciated. Be sure to get the details correct if you post something on social media.
Work with Black creators
Brands should work with Black creators and advocates all year round, not just in the month of June, but this is the time to facilitate open conversations with Black influencers about their experiences in the industry. Since it is a federal holiday, it can be especially beneficial to amplify Black voices and show solidarity as a brand on Juneteenth.
Make donations
There is no better way to honor Juneteenth than to donate to organizations that promote and direct funding toward the fight for racial justice.
The Fifteen Percent Pledge helps Black-owned businesses succeed, the National Black Justice Coalition is a civil rights organization dedicated to the empowerment of Black LGBTQ+ folks, and Therapy for Black Girls strives to make therapy more accessible for Black women and end the stigma surrounding mental health issues. These organizations and the many others also deserve a shoutout on social media so your audience can consider donating too.
Support Black-owned businesses
Despite the many challenges that Black business owners face, Black-owned businesses continue to grow and thrive in the United States. As an influencer, recommending Black-owned businesses and their products can be a great way to encourage your audience to show support. This can be in the form of a TikTok haul, Instagram carousel or Twitter thread.
A food influencer could make a list or guide of Black-owned restaurants and businesses, for example.
Collabs with Black-owned businesses are also perfect for both influencers and brands to honor the holiday.
Show your support on social media
Genuine efforts such as these not only spread awareness, but in some cases, can directly contribute solutions to the issues faced by the Black community.
An effective content marketing strategy could include offering content, products and solutions for eradicating social injustice that many people of color encounter every day. Also simpler actions like using diverse marketing images and videos for everyday campaigns can communicate support.
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