Philo is pledging $1 million of the live-streaming service’s advertising impressions to Black-owned businesses and social justice organizations in the form of campaign work.
The ad campaign will be featured on Philo’s platform, which now claims over 800,000 subscribers, and inserted on channels like A&E, aspireTV, BET, CLEO TV, Food Network, HGTV, OWN, and TV One.
‘We opened up our ad inventory space to provide space for discussions about systemic injustice, raise awareness for social good organizations, and provide Black business owners with an opportunity to promote their businesses free-of-charge,” explains Reed Barker, Head of Advertising, Philo.
“In television, in particular, the ad dollars are the currency of record and by donating ad inventory we felt it was a way to make a meaningful and authentic contribution.”
The benefactors include a wide range of Black causes and missions, including Black Girls Rock, LEAP Initiative, and Thurgood Marshall College Fund. All selected groups were invited to participate through Philo’s relationship with African-American media liaison, Syreta Oglesby who has been working with Philo leaders over this past year to further deepen the platform’s ties with the Black community and media.
“The initial group of participants were approached by Philo based on their national impact for social activism work or accomplishments as Black entrepreneurs,” explains an Philo representative. “After our initial outreach, word got out and other like-minded organization also reached out to Philo directly to participate.”