The campaign used every inch of advertising space in the Observer Magazine to champion different Black-owned businesses across the UK, using powerful images, arresting statistics, and personal narratives to drive consumers to spend with these enterprises. Quiet Storm developed the entire campaign, from strategic platform, to creative idea and production.
Black Pound Day aims to address the economic inequalities Black business owners face. The movement is looking to boost economic opportunities for Black communities by encouraging shoppers to “#SpendBlack” on the first Saturday of each month. Using the slogan “Your Spend Has Power” the campaign encourages consumers to locate and spend with Black businesses which can be found on Black Pound Day’s directory. Google has struck a wide-ranging partnership with Black Pound Day which includes the Observer Magazine ad takeover, and ad space in Stylist magazine.