PRWeek UK asked a broad range of agency and in-house communications professionals to give their thoughts on what makes a good Black History Month campaign. 

Here’s what they had to say…

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“When the walk matches the talk. When inclusion for black employees is a reality, the campaigns are more authentic. If not, fix that first.”

Lornette Harley, associate director, MSL 

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“Effective Black History Month campaign transcends October, spotlighting black excellence, contributions, and challenges year-round. It educates, drives action, and authentically represents black narratives.” 

Whitney Simon, senior account director, head of DE&I consulting, Missive 

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“It can only be good when it is genuine. Work with black partners for counsel, think how it can be sustained throughout the year!”

Chris Maho, senior account executive, The Romans

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“The black community is diverse. Great campaigns need to be vibrant, and inclusive, enabling stories to be told by the community through authentic platforms.”

Karen Campbell-White, director of strategic communications, UCL

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“We are exhausted from being triggered by the use of our trauma for performative reasons. Let’s make BHM the authentic celebration of black achievement.”

Kim Allain, associate creative director, Golin 

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“Campaign elements must always be sensitive and authentic, reflecting not only black achievements but also the deep, ongoing struggles black people continue to face.”

Idris Olufemi Olayiwola, assistant account executive, Citypress 

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“BHM campaigns should resonate with its intended audience – whether that’s broad or narrow. If it doesn’t connect with them; then why does it matter?”

Mercy Abel, impact and marketing Lead, John Doe 

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“Extensive research and engaging with black professionals creating an impact in their communities. Also, commissioning teams if needed to ensure the voice and message aligns authentically.”

Brenda Juliet, head of publicity, MYBLAQBOOK

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“Be true to your brand and culture. Prioritise action, empower black voices, and communicate accountability. Think twice if you’re rolling back your DEI strategy.”

Tom Hunt, associate director, Purpose Union

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“Good campaigns should be well-planned and budgeted, not rushed; grounded in human truth, not stereotypes; and celebrate the diversity of black cultures and stories.”

Claire Quansah, founder, Quansah Consulting

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“Yes, the campaign can be about black history, but how does it benefit the present-day community at the heart of it? Always worth considering.”

Hannah Abban, senior account executive, Kindred

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“More than just messaging, moreso a campaign that creates impact by fostering spaces for discussions, raising awareness that leads to actionable change, authentic > performative.”

Ali Mohamoud, account assistant, Hope&Glory PR

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“A great BHM campaign is one created by an organisation with a DEI strategy and a diverse workforce in place. Anything else is performative.” 

Elizabeth Bananuka, founder and CEO, Blueprinted and BME PR Pros

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“Authentic storytelling that isn’t centred around black people’s struggles or successes. Stories which simply show us as we are in all aspects of culture.”

Chisomo Phiri, communications manager, Huxley 

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“Black History Month campaigns need more main character energy. More unapologetic celebration of our cultures and people, and more future gazing.”

Olugbeminiyi Idowu, founder, Talking Drum Communications

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“Intersectionality. Intersectionality. Intersectionality. A true solid Black History Month campaign will genuinely aim to recognise or capture the full spectrum of the black experience.”

Joy Mumbi, senior consultant, Babel PR

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“The best Black History Month campaigns pay black voices and connect the audience to the brand enough to start conversations that continue beyond October.” 

Christina Halm, senior account manager, 90TEN

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“Good Black History Month campaigns authentically tap into the culture of time and use it to spotlight the community work an organisation does daily.”

Badara Jeng, head of communications, The Chancery Lane Project

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“A great BHM campaign isn’t performative – it tells real stories, resonates with people, and challenges you to question your today, leaving a meaningful impact.”

Monique Noel Brown, senior account executive, Harvard

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“A meaningful BHM campaign should prioritise genuine representation, illustrate accountability and action, challenge stereotypes and empower black communities by elevating their stories authentically.”

Effie Kanyua, founder, We Are Warriors PR & LILA Assistant

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“Good storytelling combined with authenticity. Brands should lay the groundwork with their audience, avoiding shortcuts through paid collaborations. A clear purpose within the campaign.”

Preston Onyechere, senior account executive, Burson

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“A good BHM campaign is built and shaped by black perspectives, giving spotlight to untapped knowledge, conversations, and anecdotes – it should feel black-made.”

Tapiwa Nyirenda, junior consultant, Blurred

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“A good Black History Month campaign is driven by real insight, grounded in truth, and followed by meaningful action to create change.” 

Olivia Mushigo, senior creative, Good Relations

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“Celebrate stories that unify communities – embracing both the excellence and the mundane, and showcase multiple versions of blackness. We are not a monolith.”

Rachel Allison, founder, Axe + Saw