CAMPAIGNS

#29 DAYS OF QUEER EXCELLENCE

In 2020, BET Social commissioned Empress to execute a Black History Month Campaign under the #BETQueerAF Social Franchise.

Empress created the #29DaysofQueerExcellence campaign to DISRUPT the traditional narratives that are important but can lean in the direction of a cliche when it comes to our celebration of Black History. We intend to show that Black history is made every day and that Black Queer History is an important part of that. Black queer history IS Black History and Black freedom will be impossible to realize without Black LGBTQ+ people. 

“In starting #29DaysofQueerExcellence, I wanted to celebrate the beauty, power, and diversity of everyday Black queer artists, activists, entrepreneurs, and thought leaders by humanizing their stories and taking beautiful portraits to honor their road to legendary. “ - Empress

This campaign strategically centered everyday heroes in the queer community, while highlighting the importance of incorporating Black Queer History into Black History. Our goal was to spark conversation around experiences that led to connection and understanding in 29 days! Through the #BETQueerAF social media franchise, we seek to continue to build community and elevate Black queer voices both online and within the company.

  Read about the full campaign at BET.com

RESULTS

  • 1M in impressions and engagement over one month.

  • Olive branch between BET & Black Queer community which opened up more opportunities for queer-focused content on BET social & Linear.

  • Press coverage in LGBTQ+ and business outlets.

  • Empress Varnado was featured in AD Week as one of the 2020 Pride Stars.

PRESS

AD WEEK

LGBTQ NATION

AD WEEK PRIDE STARS

SOCIAL IMPACT

SOCIAL IMPACT 

Empress’ commitment to social justice and mentorship led her to teach   3 semesters of Social Media Strategy and Campaign Management to high school students from the NYC Chancellor’s Student Advisory Council ( CSAC). Through CSAC, the students created mental health advocacy campaigns to support and empower students across the boroughs as they navigated school, family, and COVID-19. The 12 Week's curriculum included:

  • PROGRAM GOALS 

    • Develop critical consciousness around education justice issues
    • Challenge stereotypes, create space for (missing) student populations, and center critical perspectives
    • Understand social media fundamentals  and basic social media etiquette 
    • Learn new tools & techniques for creating content
    • Create a social media strategy using SMART goals 
    • Publish social media content and build an authentic online community 
    • Apply social media practices to your personal brand
    • Create a content marketing calendar

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