In 2021, Facebook app celebrated and supported the Black community throughout the year through Black Community Programs as well as during cultural moments such as Black History Month. These ongoing commitments honored the power of the collective while taking an inclusive, supportive stance for the community.

Therefore for this content we developed a cohesive cross-app strategy. The unifying insight driving the work was centered around dismantling the notion of subjective “Black Excellence” because History is made every time Black excellence perseveres in the face of inequity. Black Makes A Way is a celebration of diverse Black communities in their quest for progress and celebrates stories of people using our platform and products to positively drive equity and change.

The idea is inspired by the phrase “making a way out of no way” which is rooted in and understood by the Black community to refer to the many ways Black culture perseveres.

In celebration of Black History Month, we launched our hero anthem film, "You So Black." This work featured a rendition and performance from poet and activist Theresa tha SONGBIRD. Her piece,"You So Black" was the reminder needed that to simply exist when the odds are stacked against you is worthy of celebration. This was shown through various Facebook Groups driving equity and inclusion within the Black community.

You don’t have to have your name etched in the history books, or be the first to be worthy of praise. You simply have to be.