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Every year the team at The National Museum of African American History and Culture sets out to produce a campaign that will immerse our audience in the historical and cultural depth of Juneteenth,
This year, as previously done we crafted a visual identity that transcended mere aesthetics. The campaign design aimed to honor the resilience, freedom, and cultural richness associated with this momentous occasion. Every visual element was thoughtfully curated to help a modern audience resonate more deeply with the historical journey of Juneteenth.
This resulted in a 5-week campaign of social media messaging leading up to Juneteenth. The first week featured social media content covering the first Juneteenth and how it became a federal holiday. Week 2 covered the story of how freedom was deferred for some slaves as well as the issues newly freed slaves faced. The next week put the focus on historically Black food and its connection to Juneteenth and African American culture. Music and its relationship with slavery and freedom was the next topic. The last week’s content centered on the contemporary significance of Juneteenth and the history of family reunions. We were able to generate 371,000 social media views and nearly 84,000 engagements.
This campaign was awarded the 2023 Ragan Video, Visual, and Virtual award for best editing in visual design. You can read the Ragan Award write up for this campaing here:
https://www.ragan.com/awards/video-visual-virtual-awards/2023/winners/