Creating a roadmap for always-on Black Lives Matter digital content

Black Lives Matter

Status: Ongoing

Project Type: Professional - Maple Leaf Sports & Entertainment

Publishings: Internally

Role: Ideation, research, presentation

Abstract

Our brands have ample national and international reach. As Return To Play approached, we recognized that many eyes will be on our digital channels. Being leaders in the community, we need to do our part to champion progress. It is our responsibility to use our platform to ignite conversations surrounding the Black Lives Matter movement; to keep Black Lives Matter as the headline; and to push our fans, communities and industries to be better.

​

Black Lives Matter isn’t a :30s video spot or a blacked-out logo. Black Lives Matter is an ongoing movement that is here to stay ― it is our new Business As Usual. This is our roadmap for how brands should shape their always-on Black Lives Matter outbound communications in the long-term.

In this document, we posed the questions, leaving it up to each brand to ideate the best response for their brand 
and audience.