Determined to shine a light on the ingenuity and continued resilience of black entrepreneurs, Citi has launched a new large-scale advertising campaign to make it happen.
Known as the “New Black Wall Streets,” the ad for one of the nation’s largest banks features Brian Tyree HenryFX series star Atlanta. Produced by a predominantly black creative team, the ad shows how Citi is committed to doing its part to support and help grow black businesses.
Tina Davisacting chief marketing officer of Citi, shared this information about the announcement with BLACK CORPORATE. Davis said the campaign highlights Citi’s Action for Racial Equity initiative. Attracting more than $1 billion, Citi and the Citi Foundation announced their commitment to help close the racial wealth gap and boost economic mobility in the United States
“We’re tackling the biggest barriers that keep people of color from building generational wealth, whether it’s paying for school, buying a home, starting a business, or saving for retirement.” , Davis wrote.
Citi is the brand name of the global bank Citigroup.
Davis shared that Citi is focused on solving problems and pursuing causes related to the brand and the mission to create economic growth and progress for its clients, customers and the communities it serves.
“Everything we do, including our marketing efforts and campaigns, revolves around this.”
She emphasized, “We also strongly believe in the importance of highlighting racial equity in our marketing efforts so that our colleagues, customers and communities feel seen and represented.”
So what exactly do we mean when the ad says “New Black Wall Streets”?
“By embedding racial equity into every part of our business, Citi works to ensure that Black businesses, banks, and entrepreneurs across the country have access to the resources they need to grow, succeed, and become pillars of their own. “New Black Wall Streets”. in communities across the United States,” Davis wrote.
To develop the campaign, Citi worked with creative directors, including Robert Clifton, Jason LaFloreand director Matt Dillon.
Davis says the campaign is airing on digital channels including Amazon Fire TV, YouTube and Hulu. Plans to roll out the ad to more channels will be coming in the coming weeks and months.
Erika Brown IrishCiti’s Chief Diversity, Equity and Inclusion Officer and Global Head of Talent, helped design the ad.
Davis gave an overview of what the bank hopes to achieve on the DEI front.
“Racial equity influences the way we do business, and we continue to find ways to embed it into our policies and practices within the company. We hold ourselves accountable for our progress and, as part of our Action for Racial Equity initiative, we have agreed to conduct a third-party racial equity audit.
She added: “The work is never done, but I’m proud of the progress we’ve made so far and all that’s to come as we hope to see the ‘New Black Wall Streets’ continue to rise to across the United States”