BLK Starts #RealNotPerfect Initiative
BLK, the Match Group dating and community app for Black singles, has started a new initiative that highlights the importance of authenticity. The #RealNotPerfect campaign launched with a video series where Black women explained the challenges they’ve faced when trying to be themselves.
Campaign US shared a new report on the #RealNotPerfect initiative, a collaboration between communications consultancy Arxna and BLK’s marketing team.
The campaign started with a 2 minute video (included below) which looks at the struggles Black women face when trying to be true to themselves in their daily lives. It also explores how BLK is helping them to be more authentic.
“To have a black dating app, it allows you that space to just really truly be who you are”, one of the women explained. The new initiative also includes 4 shorter videos which focus on each individual, available on BLK’s YouTube channel.
Together with these videos, BLK is also encouraging users on its app to sign the #RealNotPerfect pledge, where they can display an in-app badge which shows they can be unapologetic about who they are. More than 8,000 users have signed so far.
“As a community that has played a pivotal role in shaping culture throughout history, authenticity is our most powerful asset. At BLK, we encourage all of our members, not just Black women, to amplify their unique brilliance”, said Jonathan Kirkland, Head of Brand and Marketing at BLK.
“Our message is clear: Be bold and unapologetically Black! Shed the filters, forget the stereotypes and let the world experience the true you”, he added.
