Dreamers & Disruptors: Turning an Anniversary Into a Movement of Recognition

About This Project

Summary

For Black Lives Matter’s 13th anniversary, We Thrive Media created Dreamers & Disruptors, a five-week social campaign that translated six foundational pillars into seven award categories celebrating change makers building Black futures. Instagram, Facebook, Threads, X and the BLM website were used to launch the awards, explain categories, drive applications and amplify the honorees, strategically turning the anniversary into a platform for participation and visibility.

Goals & Objectives

Celebrate BLM’s 13th anniversary by engaging Black organizers, healers, advocates, culture builders, and emerging leaders. We Thrive Media set a goal of 50 applications and used social content and landing-page CTAs to move audiences from awareness to application and honoree amplification.

Results & Impact

The organic campaign doubled its goal with 100 applications and generated 1.7M impressions, 20.1K engagements, 2.8K shares, and 496 comments. Honoree collabs sparked a week of celebratory reposts and UGC, extending recognition across their communities and inspiring widespread support.