Date: Oct 2020
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In line with WPP’s commitment to help combat racial injustice facing Black and minority ethnic talent of colour, Ogilvy Roots has partnered with other WPP Roots networks including GTB, and GroupM to launch 'The People Behind the Label' - a campaign designed for Black Pound Day to mark Black History Month.

The campaign, which was created pro bono by the agencies, aims to raise visibility of directory where people can discover Black businesses to shop and to also amplify the Black-owned businesses featured in the campaign. For the pro bono effort, the campaign will feature the following five businesses: Afro Pop Socks, 222 Vegan Cuisine, Kay Davis Art , Vitae London and Afrocenchix.

Black Pound Day, founded by Dj Swiss, was established as a solution-based approach to support the growth of the UK Black economy. The idea came as a direct and peaceful response to the systematic racism that creates an inequality for the Black community in the United Kingdom. Black Pound Day, which is an ongoing initiative taking place every first Saturday of the month, encourages consumers to switch their usual shopping destinations to local and online Black-owned businesses.

Promoting unity and financial growth for the Black community is especially instrumental in establishing a society that thrives across all industries and ethnicities. The campaign aims to encourage people of all backgrounds to promote and support Black-owned businesses and spread knowledge on how this can help the growth of the British economy.

Supporters that buy from Black-owned businesses can upload this receipt directly to the Black Pound Day website so the organization can calculate a monthly total. In August alone, the Black Pound Day initiative raised £24,031 for Black-owned businesses.


Agency: Ogilvy

Creatives: Natalie Narh, Smita Mistry, Yolanta Boti and Gareth Clarke

Strategy Director: Shadi Sarresh

Business Director: Gugs Sarna

Account Manager: Ashleigh Johnson-Palmer

Social Campaign Analyst: Emeka Harker