Day of Racial Healing

Branding + Naming • Non-Profit Organization

The W.K. Kellogg Foundation's National Day of Racial Healing had the right mission. What was needed was a rallying point. Something that could outlast the day and give people a way to participate publicly.

After auditing their channels and finding where the conversation stalled, I developed #HowWeHeal. A call to action simple enough to share, specific enough to mean something. The hashtag gave individuals, organizations, and advocates a common thread.

The campaign generated 270M potential impressions and drew more than 10,000 people into the conversation, keeping them there well after the day ended. A one-day observance became something that lasted.