Twenty-Eight Days Turns Black History Into Black Progress

by rahsheen

February 19, 2009

Twenty-Eight Days Turns Black History Into Black Progress

AT&T recently rolled out a new campaign called Twenty-Eight Days which uses a Facebook Page to create a community of people interested in changing the focus of Black History Month:

“Black History Month is traditionally a time for looking back,” reads the site. “But what if we used every single day of this month to shape tomorrow? Don’t let a day go by without finding and sharing inspiration, empowerment and motivation.”

The site features an events calendar with the headline: “Don’t let today go by without getting a step closer to reaching your goals,” and has a task for you to complete each day which will help you get moving and be productive. For 2/18, the calendar says:

“Don’t just admire phenomenal people, do what they do. Set aside five hours a week to practice, develop or strengthen the talents that will make you phenomenal.”

The site is very simple, but also has the potential to be very powerful and shows how a Facebook page can be used for something positive. Twenty-Eight Days encourages you to engage with the community by sharing your own inspiration, giving a shout out to those who have motivated you, and asking for advice if you need help.

In addition to hosting inspirational quotes, the micro-site features wallpapers and photo albums, along with community events like career fairs and job openings. For more information, check out their intro video.

The work was conceived and produced by the Austin, Texas-based Sanders Wingo, AT&T’s African American agency of record.

Category: Blog, Trends, web 2.0 | Tags: AT&T, black history month, facebook, twenty-eight days

Angela Benton

I like the concept behind the campaign but to be honest and frank I don't like the effort. I feel like it is something last min. an agency put together to act like they could play in the social media game. Shame on AT&T for not seeing this themselves also. I would have rather seen a Facebook App versus a Facebook Fan Page....let me repeat it is a FAN PAGE not a microsite. I also think the campaign should not be limited to Facebook. Sander/Wingo might want to consider stepping their game up or sticking to their area of expertise as listed on their website.

Rahsheen

Actually, I agree. I like the concept, but there are definitely some red flags and, when you look closer, things are kind of thrown together.

Angela Benton

Yup! I mean I didn't even get into how it was marketed (or not), take a look at the fan's of the page as well...not many influencers there, the effort probably wasn't even put into it to reach out to any one about it.

I'd hate for use to get caught up in if something is good or not just because a company tried to get in where they fit in for Black History Month. This effort is an all around FAIL for AT&T and Sanders/Wingo and really reflects on how Multi-cultural ad agencies don't really get social media and how if can work for their clients.

Imma get off my soapbox now, lol ;)

David Wardy

I believe anything that is aimed to inspire, motivate, empower individuals to make better for themselves and others is POSITIVE. The only FAIL I recognize is the failure to understand that if this is a time for CHANGE...then let the change begin by appreciating efforts that make an effort to do something that encourages continual progress! My thought is when others choose to speak negatively or be negative it is as good as doing nothing....and my thanks goes out to both AT&T and Sanders/Wingo for taking the time to do something; in a time we could use some ENCOURAGEMENT to do a little bit of GOOD :)

Jameila B.

Here Here! It is great to see that both companies understand the value of Black History Month and community. The postings and gifts of inspiration are ideal in a time of change and positivity in our country and community. Not sure about all of the negativity, but maybe people should focus on the good that companies are doing, with all of the struggles our economy we should salute positive efforts in advertising.

tyoosaki

It's really sad that a company that has the name "2.0" in it, would be so negative about a campaign that is at least taking a step towards progression. Going beyond the common run of the mill Black History Month campaigns. So much for 2.0