Dear Black Folks Campaign 2023-2024
Campaign overview
BEAM’s “Dear Black Folks” affirmation series was designed to disrupt public space with messages of radical love for Black people. Each affirmation spoke directly to the unique challenges different Black communities face, reframing harmful narratives rooted in patriarchy, sexism, transphobia, and homophobia. Posters included QR codes that connected audiences to BEAM’s wellness directory, grants, trainings, and tools—and even allowed them to purchase the posters for their own space, generating passive revenue for the organization.
2023 Campaign Photos
Role: Creative Project Manager, Media Buyer, Field Producer
Project Goal:
Deliver positive affirmations to Black communities across the country through public billboards and digital assets.
Document public and team reactions to the campaign to amplify impact.
Create multi-channel content (video, photo, social media, posters) for outreach and storytelling.
Target placements strategically to maximize visibility in Black neighborhoods.
2024 Campaign Videos
Creative Direction & Asset Oversight – Directed the design and production of visual assets across multiple formats, including billboards, social media videos, posters, photos, and reports.
Concept & Product Strategy – Conceptualized posters as tangible takeaways and designed the landing page for QR codes, allowing audiences to access BEAM resources and purchase prints, generating passive revenue.
Media Buying & Placement – Negotiated billboard and transit placements to reach target communities in Brooklyn, Harlem, Los Angeles, Atlanta, and Oakland.
Field Production – Shot the 2024 campaign video, coordinated photography sessions, and documented public and team engagement.
Team Management – Managed graphic designers, photographers, videographers, and editors to ensure creative consistency across all assets.
2024 Campaign Photos
Cities:
Brooklyn NY • Harlem, NY • Los Angeles, CA • Atlanta, GA • Oakland, CA
2023 Campaign Video
IMAPACT
Achieved over 12 million impressions across billboards, transit posters, social media, and video each year.
Generated $100K+ in new funding by inspiring new supporters and funders.
Secured press coverage in EBONY and The Quintessential Gentleman, amplifying reach.
Produced passive revenue through poster sales linked to QR codes.
Strengthened BEAM’s resource visibility, driving traffic to tools, trainings, and events.
SOCIAL MEDIA RESPONSE
What I Learned
The importance of strategic placement — intentional distribution in Black neighborhoods multiplied impact and visibility.
How the medium shapes the message — using longer affirmations where people sit and wait versus concise messages for billboards people drive by.
How to translate physical campaigns into viral sensations, bridging offline and online audiences.
That high reach creates layered impact — 12M+ impressions not only increased visibility but also put BEAM’s name in rooms that drove new funding.
The value of repurposing content — one message can live as a billboard, social post, and poster.
How to manage a multidisciplinary team while ensuring creative consistency across platforms.