Color Of Change, a social justice organization, hit the streets with guerilla marketing on Academy Awards' weekend to bring light to Black people's contribution to the entertainment industry while pointing out their under-representation.
The social justice guerilla marketing building projections activated throughout Los Angeles, from DTLA to Santa Monica, on Oscars' weekend.
A particular focus on Oscars' after-parties to ensure the organization impacted their ideal audience.
Visuals projected on to building walls highlighted past and current Black American contributions to Hollywood with the hashtag #tellblackstories
The social activism campaign's secondary goal is to hold entertainment entities who propagate racist content accountable.
Why is this social justice marketing campaign on point?
1.) Right time and place, it reached thousands of high-profile Hollywood movie industry executives
2.) Provided creative content for the organization to impact people digitally on social media
3.) Hashtag provided people a direction to learn more and engage with the cause
If your company is interested in bringing to life a social justice activism campaign on the streets of NYC, LA, or Chicago, please get in touch!