• D&AD Awards 2021
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Search Black-owned

Award: Yellow Pencil

Yellow Pencil / Digital / Search & Display / 2021

Award: Wood Pencil

Wood Pencil / Integrated / Large Business

Award: Shortlist

Shortlist / Impact / Initiatives / Brands

Covid-19 caused 41% of US Black-owned businesses to close in 2020, while Google Trends showed that searches for “Black-owned” skyrocketed by 600%. In short, people were looking to support Black-owned businesses, but lacked a way to find them. Google built a feature for businesses to identify as Black-owned, making this attribute searchable in Google Search and Maps. The campaign encourages everyone to “Search Black-Owned” by highlighting real businesses, and by using Black influencers to showcase their favorite hometown spots. Since launch, over 86,000 businesses have identified as Black-owned.

  • Search Black-owned
  • Search Black-owned
  • Search Black-owned
  • Search Black-owned
  • Search Black-owned
  • Search Black-owned
  • Search Black-owned
  • Search Black-owned
  • Search Black-owned

What did the judges have to say?

"This was a very important piece of work that made a real impact to people's businesses and lives. The simplicity of its execution cleverly takes away the mammoth technical undertaking in the back end to make this happen - creatively well crafted and executed to perfection."

Noah Khan, Regional President of Digital & Innovation CEEMEA, TBWA\

Are you credited on this winning entry?

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