For Black History Month 2020, dating app Bumble wanted to take the first step in igniting change by celebrating Black love together with over 30 Black British voices, who shared unscripted reflections on what love means to them in #MyLoveIsBlackLove.
Created in partnership with Metallic Inc and leading British voices, including Jourdan Dunn, George the Poet, Clara Amfo, Nicola Adams, MS Banks, David Whitely and many others, these stories focus on the joy of Black love. The campaign had a powerful effect in opening up the conversation about love within the Black community in the UK, whilst also exploring the many voices that make up the Black British identity.
Watch the trailer here: https://www.youtube.com/watch?v=qFUaILhk2Yg&t=4s&ab_channel=BumbleUK
Tobi Onabolu was approached by Bumble to come on board as a Cultural Consultant, in order to guide the authenticity of the campaign, ensuring it held sincere relevance for Black British communities and made a positive impact. The ambition was to avoid performative patterns that many brands had adopted, but to actually speak to Black Britain in a sincere and genuine way.
Tobi Onabolu provided the following services working closely with Bumble's Marketing Team, and various creative and communications agencies:
- Consultation on the creative brief to modify campaign objectives and re-evaluate what success would look like
- Evaluation of agency responses and selection of Creative Agency for the campaign
- Consultation on creative proposal
- Consultation on marketing and communications plan
- Talent selection and briefing
- Consultation of Messaging and PR output including press release reviews
- Consultation of Copywriting for social media and microsite
- Consultation on podcasts messages, themes, and talent
Selected Press
Channel 5
