BLK, a dating site for Black singles, has announced a new campaign with rap legends Juvenile, Mannie Fresh, and Mia X.
In a press release announcement, it was revealed that the “Vax That Thang Up” campaign will feature a reboot of the classic song, “Back That Thang Up,” with an important message about vaccination.
“I just wanted to do something positive for my people and to stand in the front to show that I’m willing to sacrifice my life not just for me but also for my family,” said Juvenile in the press release announcement about the new project. “We don’t know what we’re facing right now but we really do all need to be vaccinated so we can continue to do our thing and survive.”
BLK is hoping that the message of “everything is better when you’re vaccinated” — but most especially dating — comes across to their target demographic: young people. According to the press release announcement, people in the 18-to-29 age demographic are the least likely to get vaccinated against COVID-19, which makes the message all the more salient as the United States aims to reach full herd immunity against the virus.
BLK partnered with Majority, the marketing agency co-founded by Shaquille O’Neal earlier this year, for the campaign. Of the creative approach, Majority Founder Omid Farhang explains: “To be young is to feel invincible. BLK is uniquely positioned to meet this historic moment, not through an academic lecture or sober manifesto, but through pop cultural content that speaks directly to the benefits of dating IRL once you’re vaccinated.”
A subsidiary of Match Group, BLK was introduced in August 2017 and is currently the leading dating and lifestyle app for Black singles. With a goal of helping users find love at its core and over five million downloads to date, BLK has built a community and space where Black love in all its forms and expressions can happen every day. BLK’s mission is simple: bring Black people together to spark meaningful connections.
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