Black Women’s Equal Pay Day

The Scenario:

I am a social media manager for a non-profit focused on closing the pay gap for Black women in Hollywood and the entertainment industry. For Black Women’s Equal Pay Day, I’ve been asked to execute a social media campaign with two goals: raising awareness around the pay gap and driving signatures to a petition created by the non-profit that calls for equal pay. This campaign will consist of four tweets, two Instagram posts, and a LinkedIn post across a one-month period.

The Strategy:

This campaign will create a balance between storytelling and fact sharing to set this effort apart from others. To increase awareness and gain more signatures on the petition, this campaign should also focus on individuals beyond actors to reveal the disparities in writing, production, costume design, etc. Our target demographics will be Gen Z, women in all positions of the entertainment industry, and entertainment executives. By capitalizing on the day of the Emmys (September 20) and Black Women’s Equal Pay Day (August 13th) we will keep the campaign timely and pertinent. Lastly, we’ll look specifically at reach, clicks, and engagements to measure the success of this campaign.

Copy + Schedule

  • August 18th; 3 p.m. EST

    .@moworldwide and @tarajiphenson’s remind us that race plays the lead role in Hollywood: https://www.refinery29.com/en-us/2017/02/142505/black-women-gender-pay-gap-in-hollywood

    August 22nd; 12 p.m. EST

    Today on #BlackWomensEqualPayDay, tag a sister who is working to close the gap ✨

    https://media.giphy.com/media/26FL0lgcaLC84JTSU/giphy.gif

    September 9th; 9 a.m. EST

    LIGHTS, CAMERA, TAKE ACTION 🎬 We are committed to ensuring equitable pay in Hollywood, but we need your help to get the attention of major Hollywood producers! Show you support and sign our petition:

    (+ petition link)

    September 20th; 9 p.m. EST

    Use this copy to quote retweet of an Emmys tweet about Black women representation in writing/producing.

    No one:

    Me: 🗣️ Black women are still paid less than their white counterparts in Hollywood!

  • August 26th; 2 p.m. EST

    OKAY LADIES, NOW LET’S GET INFORMATION ✊🏾

    Did you know that in LA, Black women earn 60% of what white men are paid? That needs to change.

    Tag a phenomenal woman who should sign the petition in our bio!

    (Source: Business Insider)

    -

    #BlackWomensEqualPayDay

    (Visual: Branded infographic of pay disparities among races in L.A.; Make sure petition link is in bio.)

    September 20th; 6 p.m. EST

    And you can’t get paid for them either…

    #Emmys2020

    (Visual: Branded text Post of Viola Davis’ quote: “You cannot win an Emmy for roles that are simply not there.”)

  • August 21st; 9:30 a.m. EST

    Today is #BlackWomensEqualPayDay and we are turning our attention to those who have the tools to incite REAL change.

    According to a UCLA study of the top 200 grossing films from 2018 - 2019, 84.9% of directors and 82.6% of writers were men. It is up to the gatekeepers of Hollywood to speak up, stand out, and start to pay Black women what they are worth. The movement starts at the top, but doesn’t have to end there! After signing our petition, share this post to remind others that #BlackWomenCantWait

*Note: This is a hypothetical work sample and was not executed in the real world.

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