The #ShareTheMic campaign features white, female celebrities giving their social media accounts to Black, female activists. Celebrity participants—including actresses Gwyneth Paltrow and Julia Roberts, athlete Alex Morgan, and designer Diane Von Furstenberg—have high followings, which could help amplify the shared content’s reach, according to a Gartner report on the topic. The campaign was created to highlight the important work being done by Black women that is often overlooked. Black activists taking over the celebrity accounts include marketing executive Bozoma Saint John, transgender activist Angelica Ross, and writer Opal Tometi.
The #ShareTheMic initiative includes more than 100 women in Hollywood, with a goal of inspiring systemic change throughout the entertainment industry in particular, which has a history of being dominated by white men. In addition to encouraging innovation, the creators of the campaign are striving to form closer activist relationships between Black and white women, as well as develop a “network of disruptors” who will speak up against racism amidst Black Lives Matter. The project launched on June 10 on Instagram, where fans can engage with celebrity accounts using the hashtags #ShareTheMicNow and #KeepSharingTheMic.
Corporate brands could follow suit and create similar campaigns to amplify Black voices, because they, like celebrities, often boast large social followings that are primed for engagement. While brands have been posting support for Black Lives Matter across social media for the past few weeks, the #ShareTheMic initiative could inspire them to take it a step further and hand over their channels to Black activists in a move that may also attract new audiences and more tangibly confirm a brand’s commitment to racial equality.