Case study
Own Your Story Initiative
Type : 
Our Projects
goal : 
Creating the narrative and media for “Black Detroiters.”
duration : 
4 months
summary

Creating the narrative and media for “Black Detroiters”

01
overview

The strategy targeted local media and press outlets that highlight and share the stories and news of community news and stories. There was also a focus on pitching news worthy stories and events hosted by PATM and affiliates that take place in Detroit.

02
approach

The campaign was focused on the following pillars:

“Buy Black the Block” / Own the Block + Business | Wealth-Building

First Independence Bank #BankBlack Challenge 

FOREX virtual webinar/workshop 

Level Up: Mind, Body + Spirit l Recreation

Inception mental health gym field trip 

Advocate for Blackness | Education

Learning on Black Terms Round Table 



03
results

Working alongside our client’s fellows and our videography team, we sought to tell the story and own the narrative of the Black Detroiters. Based on our target audience, see examples that were utilized via social media for the campaign.

Video 1 | Excellence Is Our Birthright

Video 2 | To Be Black In Detroit

Video 3 | Detroit Is Us

Media Coverage:

CBS Detroit: https://detroit.cbslocal.com/2020/09/22/detroit-is-us-campaign-looks-to-amplify-black-voices/

WDIV:  https://www.clickondetroit.com/community/2020/09/23/detroit-is-us-aims-to-capture-the-true-story-of-detroit-and-its-people/

Michigan Chronicle: https://issuu.com/michronicle/docs/mc_digital_9.23.2020/2

Detroit Free Press: https://www.freep.com/story/news/local/2020/09/28/bank-offers-deal-100-checking-accounts-help-build-black-wealth/3508818001/

30.8M
Online Readership
41.4K
Estimated Coverage Views
65,005
Spotify User Reach
04
conclusion

Our team forged in-kind relationships, programming and events to create spaces and education for the target audience.

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