Black Public Media (BPM), the Harlem-based nationwide media arts nonprofit, is spotlighting the environmental disaster within the third iteration of its award-winning sequence and social media marketing campaign BE HEARD.
BPM stated on Wednesday that it had commissioned Massive Sofa Leisure for BE HEARD: #ShopLikeNana to alert the general public of the environmental crises attributable to quick trend and to advertise some great benefits of up-styling used and classic clothes.
Premiering on Monday, Sept. 9, throughout New York Trend Week and offered by BPM in partnership with Paramount+, BE HEARD: #ShopLikeNana can be accessible to view on blackpublicmedia.org, BPM’s TikTok, and different social media platforms.
BPM stated BE HEARD is a two-time Anthem Award-winning social media marketing campaign designed to boost consciousness of necessary points going through Black communities.
BPM stated it identifies a theme after which commissions a filmmaker to create content material addressing it. This yr’s marketing campaign goals to amplify Black voices within the international dialog on local weather.
“BE HEARD: #ShopLikeNana encourages customers to rediscover fashion and cut back quick trend by procuring of their grandmother’s closet, their wardrobe, or native thrift shops,” BPM stated. “The objective is to encourage individuals to consider the worth of their clothes past the acquisition value and have a good time time-honored culturally resonated sustainability practices.
“The problem is well timed: The style trade, the second-largest shopper of the world’s water provide, is already producing 10 % of world carbon emissions and polluting our oceans with microplastics,” it added.
In line with the Ellen MacArthur Basis, if left unchecked, the explosion of clothes manufacturing might see the style trade accounting for 26 % of world greenhouse fuel emissions by 2050.
The inspiration stated quick trend has created a textile waste disaster, inflicting devastating impacts on individuals of shade world wide.
BPM stated BE HEARD: #ShopLikeNana is designed to activate Millennial and Gen Z buyers, who’re extra engaged than older generations in addressing local weather change.
Massive Sofa Leisure’s Sophia Clark, a New York Emmy-nominated content material creator who directed the final iteration of BE HEARD, will direct the #ShopLikeNana marketing campaign. Inuka Bacote-Capiga will produce authentic content material that includes comic Katrina Davis (Comedy Central, America’s Bought Expertise) as a satirical late-night present host overlaying a phase on quick trend’s position in local weather change.
“We’re excited to associate with Paramount+ to sound the alarm on the rising environmental disaster that quick trend presents,” stated Denise A. Greene, BPM director of applications. “We look ahead to working with Massive Sofa Leisure to raise the voices of these working to fight local weather change by way of artistic and sustainable trend decisions.”
Along with the unique programming, BPM will invite influencers to contribute content material to the development #ShopLikeNana on their channels to amplify the message and sustainability observe. Sean A. Watkins(@seanawatkins), proprietor of the consulting and cultural media agency Company of Pleasure, will function the general public face of the BE HEARD: #ShopLikeNana marketing campaign.
BPM stated it should launch an internet web page providing sustainable trend assets as a part of the marketing campaign.
#ShopLikeNana joins earlier incarnations of BE HEARD, the primary of which premiered in 2020, specializing in voting forward of the presidential election. In 2022, BE HEARD: I Am Who I Say I Am, addressed gender range and affirmation.
BE HEARD: #ShopLikeNana can be accessible on Black Public Media’s TikTok account (@BlackPublicMedia), Instagram, YouTube, and Fb platforms, and on www.blackpublicmedia.org/watch/beheard-shoplikenana.
