| Philosophy | Google and Black Pound Day are taking over every ad spot in the Observer Magazine on Sunday 21 November, using the slogan “Your Spend has power”, to promote #SpendBlack, a campaign which encourages shoppers to shop with Black-owned businesses that can be found on Black Pound Day’s directory. The campaign, created by Google’s creative Agency Quiet Storm, will use every inch of advertising space in the Observer Magazine to champion different Black businesses across the UK, through powerful images, statistics, and personal narratives to drive consumers to spend with these enterprises. The Black Pound Day movement aims to address the economic inequalities Black business owners face and boost economic opportunities for Black communities by increasing the visibility of Black businesses and highlighting the importance of spending Black on #BlackPoundDay, the first Saturday of each month. The next #BlackPoundDay will take place on Saturday 4th December. Google’s Black Pound Day partnership launched in 2020 via a Time Out London magazine special edition featuring only Black-owned businesses, restaurants, and contributors. This wide-ranging partnership also includes an online hub highlighting a selection of Black-owned businesses registered to the Black Pound Day directory, and the continued support for Black business owners through free 1-to-1 mentoring and Google Digital Garage training. In 2021 the #SpendBlack initiative was launched to counter the discrimination faced by Black enterprises with an influencer marketing campaign including celebrities such as Munroe Bergdorf, David Whitely, and Tom Malone Jr. as well as offering ad space in Stylist magazine. |
