To mark the anniversary of the emancipation of slavery (19 June), on billboards across 8 US cities, Twitter has broadcast a handpicked selection of the millions of tweets that have appeared on the platform since the Black Lives Matter protests broke out in May.
While protests took place on the streets, Twitter has also been a hub for debate and activism online - with people taking to the platform to share their thoughts and experiences of racism and inequality.
By selecting cities that staged the most impactful protests in May (Atlanta, Chicago, Louisville, Minneapolis, New York, Los Angeles, Oakland, and Philadelphia) the campaign aims to talk directly to the communities actively seeking change.
While the protests have died down, the issues raised continue. The campaign, therefore, works to keep that momentum alive through the voices of those most affected.
For those unable to encounter the billboards in person, the campaign was shared online via the Blackbirds Twitter profile (its employee resource group for African-Americans).
Once again Twitter has demonstrated that it's most effective ads come from its rich library of tweets for everyday users. Last Valentine's Day, the social platform took over tube platforms in London, plastering the walls with relatable tweets that told mortifying stories and gave unlikely advice.
This was in a similar vein to its 'Visit #ScottishTwitter' campaign, which won the Chair’s Award at The Drum Experience Awards 2019. A loving parody of tourist visitor centres, open for five days in the centre of historic Edinburgh, Twitter set up a hub to celebrate hundreds of tweets from Scotland’s greatest keyboard comedians.