Featured in Forbes: SheaMoisture's 'Black Men Love' Campaign in partnership with Black Men Smile
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According to Taydra Mitchell Jackson, the chief marketing officer of SheaMoisture, who spearheaded the campaign, creating a safe space for Black men was integral in conceptualizing this campaign.
“We've got a digital content series where we're really showcasing men and what it means to love themselves and what it means for them to show love to others. We thought about some of the things we can do to ensure that men feel this. We thought about how we can provide affirmations and those things that lift and encourage. It was also important to think about how we can provide a safe space. While the goal for this is to be a national narrative, the goal is also for this to become bigger than the brand. There are some conversations that men still need to have, and they need to be able to have those in safety and community.”
The campaign consists of a digital content series and is rounded out with other components designed to bring it to life intentionally. In partnership with Black Men Heal, Black Men Smile, and The Black Man Can; Black Men Love will host wellness offerings and weekly affirmations on the heels of the in-person events that kicked it off earlier this month.
'Black Men Love' pop-up shop in New York City -Nigil Crawford
“I hope that we spark a narrative and a conversation, but also a way of being where we can help showcase a new narrative of who men are. The potential for impact is pretty sweeping. Something is inherent in our perception, community, and societal perception. We will have done our work if this campaign can help shift those narratives. It starts with making sure that Black men feel that they can care for themselves in certain ways, that mental health is okay and important, and that they can have these conversations. It’s about making sure that Black men feel that they are loved, respected, and appreciated. If we can do that from a broader narrative, then it should help with some of those macro perceptions that we can then break down. The goal is that people see men differently, that men see themselves in a much more positive light, and that we spark caring for each other in a way that probably hasn't been demonstrated before.” -Taylor Mitchell Jackson