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American Express 
Backing Change campaign

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9.5% of US businesses are Black-owned (2.6m), but they only generate 1.3m in total American sales.


American Express wanted to address this by driving greater opportunity for Black business owners nationwide through its partnerships with the U.S. Black Chambers and Coalition to Back Black Businesses (CBBB).


As a business owner herself, Issa Rae, with her message of positivity and determination, was a natural fit to front this campaign.


Working with a team of Creative and Strategic directors, I wrote scripts for Issa Rae to read in a series of videos, and inclusive messaging to promote the campaign on social and inspire our audience to register their businesses, apply for grants, and visit American Express’s online hub for tools and resources.


The campaign achieved 47 million display impressions and our social posts garnered over 133k link clicks.


It resulted in a 208% increase in site visits for CBBB from the previous year, with grant applications up 134%

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