BLK, the Match Group-owned dating app for Black singles, has launched the a brand new advertising campaign to celebrate Black love.
‘Once You Go BLK’ is designed to to reclaim and re-appropriate the antiquated phrase “Once you go Black, you don’t go back”. Instead of praising outdated stereotypes, this initiative embraces what it means to be young, Black, and forging one’s path in life.
In order to bring this campaign to life, BLK also partnered with its local network of community business owners and creatives.
It includes original content and video testimonials with BLK users, tailored to acknowledge how real people date, what they look for in a partner and their outlook on all kinds of relationships.
Jonathan Kirkland, Head of Martketing & Brand at BLK, explained in a statement: “Once You Go BLK embraces the culture of the Black community, while also shedding light on important community topics from state violence to supporting Black-owned businesses.
“Our ambition for this campaign is to foster more solidarity, from a cultural level, with our users while taking the power away from an ugly adage used against us.”
The company released #BLKVoices movement in June, allowing users a space to express their views on social and cultural topics during the Black Lives Matter protests.
Visit the BLK website here.