BLACK & POSITIVELY GOLDEN

We launched BAPG in 2019 as a campaign to uplift the community. The campaign lives 24/7 @wearegolden on Instagram and is a repository for stories of excellence in the culture.

In 2020, we expanded the campaign to include BAPG Mentors.  This GenZ audience has shown the greatest influx of “changemakers” since the civil rights movement and we wanted to help them continue to elevate their journeys by inspiring them with the Black & Positively Golden Mentors series on social media.  The content featured one-on-one Mentor conversations, Master Classes and promotional posts.

We supported the series with broadcast video in the animated “New Nerds” spot and in radio to build awareness and drive participation.