Netflix created a collection on its platform spotlighting Black creators, films, and shows. Called the Black Lives Matter Collection, it’s now getting a major advertising push thanks to new billboard displays in New York City and Los Angeles. The out-of-home advertising initiative highlights four programs in Nexflix’s lineup—Dear White People, Da 5 Bloods, 13th, and When They See Us. Many of the shows and movies in the collections have seen increased interest as streamers look for educational content, including the criminal justice documentary 13th, which has seen a 4,665% search surge since the beginning of the month.
Netflix’s billboard campaign is the latest initiative from the company in support of the Black Lives Matter movement. The brand has been using its social media pages—Instagram and Twitter in particular—to share facts about racial inequality in American history. Both platforms have high connection opportunities for brands, with Twitter ripe for engagement with consumers, according to a Gartner report. Using the channel for learning, Netflix dedicated its Twitter page to teaching its 8.2 million followers the significance and history of Juneteenth. Netflix also donated $5 million to Black-owned businesses and social justice organizations. The funds are being divided based on their purpose, such as $1.5 million going towards helping Black creators, while other portions will be distributed between supporting Black youth and promoting Black-owned businesses. To continue supporting nonprofits and organizations, Netflix is also matching its employee donations to Black-run or serving charities by up to 200%.
As one of the largest video streaming platforms, Netflix’s efforts to promote Black creators and content could reach audiences far and wide. Furthermore, creating an in-person activation—as was done with the billboards—could help the company reach consumers who may be unaware of the new Black Lives Matter collection. Overall, the efforts could increase loyalty with consumers looking forward to Netflix’s new commitment to focus on Black content.