BLK Dating App Launches Campaign Geared Toward Black Women

The BLK Dating App, the world’s largest dating app for the Black community, has launched its “New Year, Real You: #RealNotPerfect” campaign. 

This campaign created by Arxna with BLK’s in-house marketing team aims to encourage Black women to be their authentic selves in every area of their lives, including in professional and educational settings and while navigating the dating scene. 

BLK recognizes the pivotal roles that Black women play in society and how their influence has helped to shape our communities. The “New Year, Real You: #RealNotPerfect” campaign challenges societal expectations and helps to provide a safe space for Black women to express themselves without fear of judgment. 

“At BLK, we encourage all of our members, not just Black women, to amplify their unique brilliance. Our message is clear: Be bold and unapologetically Black,“ Jonathan Kirkland, head of brand and marketing at BLK, said in a press release.

The campaign features a four-segment video series where Black women discuss their experiences with BLK’s relationship and intimacy expert, Marissa Nelson. The women cover topics such as hair politics, code-switching, and workplace discrimination.

Sesali, a writer, appeared in the video where she shared her experience while working in corporate America.

“In corporate environments, the standard is so limiting. Like I would come up with amazing ideas for certain clients, but I wouldn’t be trusted to be the person to present those ideas because I wasn’t deemed client-facing enough,“ she said.

App users are invited to participate in this initiative by taking the #RealNotPerfect pledge, encouraging women to embrace their authenticity. Participants will receive a #RealNotPerfect badge. 

The BLK App offers subscriptions starting at $4.99 a month and can be downloaded from The App Store or Google Play.

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