TikTok celebrates Black History Month with in-app and OOH campaign

TikTok has launched an in-app and out-of-home (OOH) campaign in the UK to celebrate Black History Month with its Afro-Caribbean creators and artists.

The #myroots campaign, which runs until the end of October, features singer and songwriter Cat Burns, freestyle footballer Jeremy Lynch, comedy video creator Lily Rose, and comedians Michael Dapaah and Sherice Banton, who all share stories and personal statements about their heritage.

TikTok created the campaign through its Creative Lab alongside the app’s Black employees, creators, and creative talent. It also features bespoke music from Carly & Marl, mural art from Linnet Rubaya, and TopView and social films directed by poet and director Caleb Femi.

“It was important for us to mark Black History Month in the UK this year in a way that felt inherently TikTok – by celebrating our Creators and their stories,” said Trevor Johnson, Global Business Marketing Director at TikTok. “#myroots will honour the contribution made by the Black community, the joy our Black friends, family and colleagues bring, and look ahead to the future of Black talent on TikTok. This campaign has been developed to shine a light on the different experiences and stories of the Black community, and has been carefully curated to feature the brightest Black talent from across the UK.”

The campaign features on 182 OOH sites in the UK, including Shoreditch High Street, and includes a mural in Camden Lock and on the Prince of Peckham. On the TikTok app, there’s hashtag challenges, branded effects, TikTok Lives, and TopView ad takeovers, while social ads will appear on Facebook, Instagram, and YouTube.

“I felt extremely privileged and honoured to have been chosen to be a part of such a historic campaign,” said creator Lily Rose. “I think it’s positive how TikTok are trying to spread awareness of the Black Lives Matter Movement (BLM) and are proactively encouraging the voices of Black Creators to be heard. Its great to see a platform with the prominence of TikTok finally giving Black Creators the recognition they deserve and bringing them to the forefront of the app.”

Beyond the campaign, TikTok’s Black History Month celebrations include a partnership with the inaugural Black Tech Fest, where the app will be innovation partner; Black History, Black Present and Black Future, a series of livestreams dedicated to key conversations in the black community featuring guests including Remel London, Chanté Joseph, and David Olusoga; and the support and promotion of prominent Black artists through the ‘Sounds’ page on TikTok, which will see Arlo Parks, Unknown T, Cat Burns, and Stefflon Don curate playlists across the platform.