Black & Positively Golden
In an environment rife with negative images of African American culture, the Black & Positively Golden campaign was created to change the narrative. As McDonald’s most significant effort to directly target Black consumers in 16 years, the campaign shines a brilliant light on Black culture by celebrating and highlighting excellence and partnering with organizations that uplift and empower the community.
In 2020, we expanded the campaign to include BAPG Mentors. This GenZ audience has shown the greatest influx of “changemakers” since the civil rights movement and we wanted to help them continue to elevate their journeys by inspiring them with the Black & Positively Golden Mentors series on social media. The content featured one-on-one Mentor conversations, Master Classes and promotional posts.
