Nowadays we are very aware that how we spend our money can have a huge impact on the environment. Yet what we’re less aware of – or simply don’t think about – is that it can also impact the distribution of wealth and society overall. This powerful truth was brought to life with the idea ‘Your Spend Has Power’, encouraging people to #SpendBlack and use their power to help make a difference and start to address economic inequality. At the same time, we empowered Black British entrepreneurs to grow their business online, so people can easily find and buy from them.

The campaign culminated with a full ad-takeover of the Observer Magazine. With over 500,000 readers, the magazine supported our audience criteria; open to learning about societal issues, and acting on making changes to create a more equitable society. The 22 page campaign featured 13 entrepreneurs, consciously covering a wide breadth of businesses from organic dog treats, to a publishing house for Black authors.