GabrielleBabson

Gabby Babson, A strategic amplifier for

that need to be heard!

BLACK VOICES

I believe public relations is an effective tool that can be used to create intentional spaces for black voices to be recognized and understood in their own chosen language.

WHO AM I?

New York City raised with roots in Haiti and Guyana.

Inspired by music, culture, social trends and purposeful innovation.

Influenced to believe that there is space for US so long as we adopt the power to create them.

My knowledge of communications is utilized to fuel the language needed to ensure I am able to inspire and elevate the perception of people that look like me!

my approach to Preserving authenticity

The surface

How are you currently positioned?

What drives this to exist?

The story

What is the truth?

What is the challenge in this truth?

the transformation

An impactful expression or execution inspired by the truth and fuels the big idea.

THE SURFACE

How is Harlem Mothers S.A.V.E. currently positioned? Harlem Mothers S.A.V.E. is a community-based, nonprofit organization that builds awareness surrounding gun violence in Harlem.

What drives this to exist? The overall Harlem community seeks to heal through the restoration of their neighborhoods and the love that is embedded in the culture of their communities.

THE STORY

Challenge

How can Harlem Mothers S.A.V.E encourage consistent and holistic engagement to rebuild their community from the horrors and aftermath of chronic violence?

Research Learnings

79% of respondents are not at all familiar with Harlem Mothers S.A.V.E.

70% of respondents believe that Lawmakers are not doing a good job keeping communities safe.

34% of respondents feel unsure about their safety in their communities.

Insights gathered from survey + focus group organized by the Shape Agency.

THE TRUTH

Mothers and fathers are in pursuit of peace and healing for their communities and for all those who have lost loved ones due to chronic violence.

31, 279

Source: Everytown, NY State 2022 <https://everystat.org/wp-content/uploads/2019/10/Gun-Violence-in-New-York.pdf>

NY State

gun-related

DEATHS

As of

9/13/2022

had

THE TRANSFORMATION

An experiential PR campaign that utilizes the social media platforms of significant journalists and influencers of color to elevate the presence of the people behind the stories, the community and the issue.

Loyal to Harlem

A fully integrated campaign with creative, experiential, time based and PR efforts to establish Harlem Mothers S.A.V.E. as an organization looking to inspire Harlemites to strengthen their bonds within their community. We aimed to highlight their loyalty to the people, the culture, and the soul of Harlem.

Celebrating #Harlemified Pride on World Healing Day

Harlemified is a adjective used to describe someone who cares about the Harlem community and is an avid participant in trying to keep the community safe.

What is World Healing Day?

Celebrated on the last Saturday of April, it is a day to promote the health and well being of your body and mind. It serves an opportunity to celebrate love for yourself and others.

The Goal

Encourage members of the Harlem community to publicize their love and commitment to their community on social media and engage in a one on one informational about Harlem Mothers' S.A.V.E with influencers that relate to the culture of the community.

HOW IT WORKS

A standing mirror will be placed at each of the following locations, all of which are significant landmarks in Harlem:

Marcus Garvey Park
Riverbank State Park
Adam Clayton Powell State Office Building

With one influencer stationed at each site representing their own team, they will encourage bystanders and other community members to take a moment to engage in an opportunity to learn about Harlem Mothers S.A.V.E. and demonstrate their loyalty to harlem by promoting awareness through selfies they can take in the influencer's personalized mirror.

All photos will be posted using the appropriate hashtags (#TEAM_____ + #Harlemified)

#Harlemified TEAM LEADERS

Deray Mckensson

Civil Rights Activist

Author

#TEAMDERAY

231K

Florence Ngala

Photojournalist

Creative Director

#TEAMFLO

40.7K

Claire Ateku

Journalist

On-Air Host

#TEAMCLAIRE

22.8K

#TEAMDERAY stationed at the Adam Clayton Powell State Office Building.

handheld mirror

Tote bag

Uber DIscount code

harlem mothers s.a.v.e. Pin

Each of our influencers will receive one prior to the event as well as local media outlets to spark excitement for our World Healing Day experience.

PR Package

personalized PR BOX

KEY PERFORMANCE INDICATORS

Analyzing engagement and impressions through the social platforms of our influencers.

20% increase in followers

+1K amount of likes, comments, shares/ reposts combined across platforms

+500 hashtag uses & mentions

Monitoring the tonality of our audience through their comments and their engagement with the influencers that participated.

"Around the block, around the world" is the slogan they use to amplify their motivation for publishing stories that cover the lifestyle and culture of the harlem community.

The Uptowner

an online publication that highlights community news in harlem/ washington heights and inwood.

EARNED MEDIA

Harlem Bespoke is an Online blog that focuses on the physical structure of harlem, written from a designer's POV.

A wellness space imagined in efforts to acknowledge the voices of Black men in the mental health space.

THE SURFACE

How do Black men perceive the mental health space? Because there are are so few resources that cater to the needs of Black men, they are less likely to seek professional help for mental health issues.

What drives this to exist? Black men are against seeking therapy for fear of being perceived as weak or “less of a man.”

THE STORY

Challenge

Black men need for a safe and supportive outlet to connect with others who share their experiences and understand the challenges they face without undermining their sense of masculinity.

Research Learning

"Just 14% of men received care from professional mental health services compared with 29% who did not seek any help."

National Library of Medicine (Sidney H. Hankerson, MD, MBA, Assistant Professor, Derek Suite, MD, MS, CEO and Chief Medical Officer, and Rahn K. Bailey, MD, FAPA, Chair and Professor)

THE TRUTH

Black men need the support of a community that nurtures the expression of their vulnerability and can relate to their mental health needs.

14%

THE TRANSFORMATION

A safe communal space that fosters a healing community for Black men through artistic expression. With a focus on promising active involvement in various forms of wellness practices, this space will be tailored to the culture and versatility of black men.

No BS

in the

room to explore.

opportunity to learn + heal.

space to think freely.

A blank Slate.

A new Beginning.

A chance to start over.

THE BLANKSPACE MANIFESTO

BlankSpace is a local organization based in NYC dedicated to providing any and all Black men the space to explore their vulnerability. It will aid in providing a heightened sense of emotional, physical and mental security. BlankSpace encourages its members to embrace a new beginning and a freeing state of mind to fully invest in its programs and amenities without fear of judgement.

We intend to develop trust with our members by ensuring their needs are met within each and every one of the services we provide.

What happens in the BlankSpace?

With locations in Harlem, the Bronx and Brooklyn, we will attract our target demographic and provide the mental health resources that aren't typically accessible in those areas. In addition to a variety of amenities, we would work to invite wellness experts, influencers and counselors to host events and focus group discussions on topics that are pitched by our staff and our active members.

Conference Rooms

Recreation Center

Restoration Spa

Wellness Events

STRATEGY

Raise awareness about the mental health needs amongst Black men.

Providing access to non-traditional wellness services to generate interest.

Utilize social channels and platforms to reach target audience.

TARGET

Black men ages 21+

CORE MESSAGE

Black men deserve to heal from their trauma without judgement or fear of being misunderstood.

Upon launching the first location of the BlankSpace in Harlem, NY we will be partnering with the SpringHill production company to invite the most recent cast of Recipe for Change: Celebrating Black Men to host a roundtable discussion about what brotherhood looks like within the communities they serve and how that may have impacted their mental health journey.

THE AGENDA

Introduction to the Space/ Introduction to Cast

3 Groups, 3 Discussions, 3 Different Topics

Interactive Activities

(ie. Ice Breaker Games, Group Work, Writing Exercises)

Q/A

GROUP A

Kwame Onwuachi

Actor & Chef

248K IG Followers

Bob/ Caldwell Tiduicue Podcaster, Drag Queen

1.7M IG Followers

Bubba Wallace

Professional Racer

492K IG Followers

#INBLANKSPACEWETRUST

GROUP B

Daniel Ezra

Actor

1.3M IG Followers

Marcus Scribner

Actor

812K IG Followers

Jay Barnett

Former NFL Player, Marriage & Family Therapist

97.1K IG Followers

#INBLANKSPACEWETRUST

GROUP C

Charles King

CEO of Macro Media Company

68K IG Followers

Deray Mckesson

Activist, Author

230K Followers

#INBLANKSPACEWETRUST

as the first of its kind, blankspace would gain traction from its abilitiy to capture the nuances of black men through its programming and unique approach to wellness. The feature would be under the guise of culture.

without being too abrasive about offering a wellness service, we are using black enterprise as a tool to attract men who would not typically seek help-- Black men that are driven by the opportunity to succeed and excel.

Featured under the Health & Wellness section, we encourage Black men to cease an opportunity to make advancements in their mental health.

"A Leading voice for entrepreneurial success and free enterprise"

EARNED MEDIA

Recently, new Innovations have been the driving force of business and entrepreneurship. Blankspace would be featured as an innovative approach to wellness.

A black digital media brand that highlights news & resources in the areas of business, lifestyle, etc.

An audio magazine + online publication that covers the latest in trending topics relating to style + Culture.

KEY PERFORMANCE INDICATORS

+10k comments, shares, reposts, likes combined across all social platforms (Instagram, Twitter, Youtube, TikTok, etc.)

Analyze the demographics of those engaging with content posted & shared from the event across social platforms

+1k hashtag uses across all social platforms (Instagram, Twitter, Youtube, TikTok, etc.)

from

THE SURFACE

How is UN(THINK) currently currently positioned? Because it is a newly innovated product that is still in the process of being launched, it has not yet established a place in the market.

What drives this to exist? It is yet another brand of flour that is attempting to sell to consumers who are health conscious.

THE STORY

Challenge

To leverage Millennials’ awareness of healthy living by encouraging them to invest in UN(THINK)™'s new product launch, solidify brand loyalty and increase revenue.

Research Learning

Millennials place a high priority on health and wellness than any other generation. Millennials are interested in engaging with their heritage, history, and culture through their own lens.

Insights gathered from primary and secondary research conducted by the Shape Agency.

THE TRUTH

UN(THINK) is contributing to the evolution of a product that has been been dormant for far too long. It's one of a kind contribution to the flour category lies in its 100% natural patent process with more protein, less carbs and an inability to be duplicated.

UN(THINK)™ is a company innovating the future of flour and raw ingredients with products like Power Flour launching in February 2024.

THE TRANSFORMATION

An fully integrated campaign that celebrates the cultural identities of consumers and their food traditions through this newly innovated UN(THINK) Power Flour.

The (UN)official Sponsor of Cultural Innovation

How do we get the conversation

started?

WIRED focuses on how emerging technology affects culture.

We plan to earn our media by introducing the innovation of UN(THINK)™ in tech publications such as WIRED and the Institute of Food Technology.

The Institute of Food Technology has established a vision for a world where science and innovation are connected as essential to improving food for everyone.

each execution has copy that speaks to food belonging to one's culture, recognizing it's impact through the memory of a family member.

CREATIVE EXECUTIONS

DIGITAL BANNER ADS

UN(THINK)

UN(THINK) Learn how UN(THINK)TM innovative Power Flour can sustain culture at unthinkfoods.com.

Flight: Jan-Dec

How do we spread the good news?

A sponsored ad: Streaming Commercial |

Youtube commercial | Sponsored Social Media Ad

Flight: April - May

LINK TO PLAY HERE:

https://tinyurl.com/unthinkfoods

SOCIAL MEDIA

#The(Un)officialSponsorofCulturalInnovation

VIDEO 1: THE TEASER

Introduce flour's newest innovation by highlighting the tech behind the product.

VIDEO 2: COOKING WITH THE EXPERT

A video where they will cook a cultural dish that aligns with a specific cultural time of the month.

Possible Prompts for Influencers:

What does your culture mean to you?

How to actively stay connected to your culture?

Talk about the importance of using the ingredients you are using in your dish.

The Future of

Flour is assured

through

The innovation of flour is here!

Flour has been around since ancient times.

Isn't it time that we get an upgrade?

Add comment

UN(THINK) and Pollo Wang

Johnathan Kung Watch me culturally innovate this this Kung family recipe with UN(THINK) power flour.

Pollo Wang

BLACK HISTORY MONTH

1.7M

128K

Value: Pollo Wang aka Maurice cooks a variety of American-based cuisines, most prominently, Soul Food.

Campaign Alignment: In most of his videos he recalls moments with his mother, often he cooking for him and he'd recreate that childhood soul food dish.

PR PACKAGE

Flight: April, May, July

Vendor Partnerships

UN(THINK)™ will sponsor 4 local vendors at one of the largest food festivals in NY during the summer of 2024 to amplify the culture of their foods through UN(THINK)'s Power Flour. Each vendor will be provided with the product along with a product usage card so they are able to implement it into their recipes.