Beyond Black: International Women's Month Campaign

Marmalade Collective

Beyond Black #IWM2022

When women come together, incredible things happen! In celebration of the work of women visual artists behind the scenes, Marmalade Collective partnered with AMAKA, Cultura Creative, JCDecaux and Creative Debuts, to launch the #BeyondBlack campaign for International Women’s Month.

Brief

In celebration of International Women's Month, Marmalade Collective partnered with JCDecaux to spotlight WOMEN visual artists; from photographers to videographer/filmmaker, from set designers to make up artists, from stylists to gaffers, from hair stylists to producers of African & Caribbean descent. Marmalade’s objective was;

To highlight the talent behind the scenes in a colourful and energetic way in celebration of International Women's Month.

To raise profiles and voices of spotlighted women of African and Caribbean descent working in the creative industry through content and experiences.

To celebrate diversity of culture, identity and achievement over colour.

Approach

After a couple years filled with challenges, in regards to both mental and physical health, we believed that the world needed a campaign filled with colour, hope and positive energy hence why this campaign used colour to highlight skill and prowess but more importantly, sisterhood.

We scouted ten creatives of African and Caribbean descent, between the ages of 22-35. We created series of intimate portraits and videos that were published on social media as well as across amplified across JCDecaux’s network of 100+ billboards all over London and surrounding areas. To conclude the campaign, we hosted an exhibition and panel discussion in partnership with Soho House, with the objective fostering engagement between the spotlighted talent and the public.

Results

Partnership with media partners and brands including JCDecaux, AMAKA, Cultura Creative, Creative Debuts, Soho House and Treasure Tress
Campaign amplified across 115 rail screens across London and surrounding areas for one week
Campaign garnered 11.2m impressions and drove awareness and visibility for talent and brand partners
Thousands of user generated content created from OOH campaign and published on social media
Campaign amplified by creators, influencers and digital platforms to reach wider audiences.
Pop-up exhibition as part of Creative Debuts’ IWM event at adidas London flagship store with 2,200+ people in attendance
Intimate panel talk and party hosted at Soho House with 77 people in attendance.