The Drum Awards for Marketing EMEA - Awards Show

-d -h -min -sec

Brand Purpose Match Group Brand Strategy

Dating app BLK draws attention to ‘Black tax’ in latest ‘Break the Bank’ ad

Author

By Audrey Kemp, LA Reporter

April 26, 2023 | 5 min read

The dating app says the promotion will award 10 lucky Black singles while raising awareness about a critical issue.

black tax giveback title card

BLK’s Black tax giveback’ aims to lessen the financial strain felt by Black singles / Credit: Match Group

BLK, Match Group’s dating app for Black singles, has today launched a new campaign titled ‘Break the bank 2.0: Black tax giveaway’ to address and combat the ’Black tax’.

According to the brand, the ’Black tax’ describes the financial strain placed on Black people experiencing upward mobility to help out their less financially stable relatives. The phenomenon, it says, “often results from systemic racism and economic inequality, which limits opportunities for Black people to build wealth and access resources,” a release reads. “It is a significant issue in the Black community, and its impact is felt across generations.”

As part of the giveaway, BLK says it will promote ’Black joy’ by awarding $250 gift cards to BLK users who have experienced the Black tax between April 26 and May3. More information can be found at: https://www.theplugbyblk.com/blacktax.

The campaign, created with agency Arxna, comes as a result of a recent BLK survey that found 79% of Black singles are not familiar with the Black tax concept, even though nearly half (44%) of successful Gen Z and one in three Black singles over 40 financially support their less fortunate family members. Meanwhile, those without a steady income are still impacted by the Black tax, as 46% of unemployed singles reported financially supporting their family.

“At BLK, we are deeply committed to promoting Black joy through our marketing initiatives and campaigns. We acknowledge the financial burden faced by many Black families, and we believe that it’s our responsibility to support and uplift the community,” BLK’s head of brand and marketing Jonathan Kirkland said in a statement.

“This program is not just about providing financial assistance to those impacted by ‘Black tax,’ but also about raising awareness of this critical issue that affects so many.”

Suggested newsletters for you

Daily Briefing

Daily

Catch up on the most important stories of the day, curated by our editorial team.

Ads of the Week

Wednesday

See the best ads of the last week - all in one place.

The Drum Insider

Once a month

Learn how to pitch to our editors and get published on The Drum.

The promotion represents the latest evolution of BLK’s ‘Break the Bank‘ initiative, which was first introduced last year to both promote financial literacy within the Black community and help support Black-owned businesses amid inflation.

For more, sign up for The Drum’s daily US newsletter here.

Brand Purpose Match Group Brand Strategy

More from Brand Purpose

View all

Trending

Industry insights

View all
Add your own content +