THE FITTING ROOM DELIVERS THE UK’S FIRST BLACK POUND DAY

Our Strategy 

When we first heard about Black Pound Day we said to our client Since ’93, ‘we need to support this and we need to do as JayZ would do’. This included a strategic press office securing coverage in mainstream media, creating films that celebrate black culture and businesses, whilst also highlighting the disparity in investment.

Black businesses are four times less likely to be approved for loans and subject to higher interest rates in the UK. Furthermore, a study by Cambridge University also found that victims of fraud who are black are more than twice as likely to be denied a refund from their bank as a white customer. Racial discrimination is no new challenge in the UK; however, the Black Lives Matter movement has shed light on racial bias and discrepancies within the country.

Our Thinking

We needed to open this conversation in the mainstream media around the Black Pound Day movement. With the sponsorship of Since ’93 we launched the brands first out-of-home campaign. Billboards went live across London with which shared the date of the first Black Pound Day as well as sharing facts on the black community in the music industry.

Alongside these billboards we launched three campaign films. These films told the stories of Black Wealth, more than sports and entertainment and how Riki Bleau and Glyn Aikins have contributed to the music industry over the last 20 years. Finally, working with both Since ’93 and Swiss we created a press release which went out to all press announcing the launch of the first Black Pound day.

Deliverables 

  • Out-of-home campaign
  • Content production (film and photography)
  • PR and media relations

Here’s what happened

  • We secured TV interviews with Swiss on Channel 5 News, Sky News, Channel 4 News and BBC News
  • Online coverage included: Time Out, Stylist, Vogue, Metro and Capital FM to name a few
  • Black Pound Day trended at no1 for over 24hours
  • The campaign videos were featured of GRM Daily and LinkUpTV, and shared hundreds of times from people including: DJ Spoony and Anthony Yarde to name a few
  • The Black Pound Day billboard was reposted across multiple social platforms
  • Black Pound Day was featured on Metro, STYLIST, Time Out and Vogue to name a few

August 3, 2020