Black History Month at Afterpay

The brief for Black History Month had a simple ask: go beyond posting a quote on social media and spotlight Black innovation and entrepreneurship. But before the creative team could begin the work, we needed to land the top-line message that would set the tone for the entire campaign. We boiled it all down to the fundamental ask we were making of our community: to put their wallets behind Black-owned entrepreneurs. Put your money on Black-owned biz—our rallying cry and headline for Black History Month.