Recently published data from the Creative Diversity Network found that diversity behind the camera had been getting worse over time. According to a 2021 McKinsey report, while Black Americans make up 13.4% of the US population; less than 6% of the writers, directors, and producers of US-produced films are Black.

This lack of representation behind the camera in media creates a challenge to connect with those audiences on screen. That’s because the creators of the content are not as diverse as the audience itself.

It’s clear that we need the voices of emerging creators now more than ever. Inclusivity is core to the Target brand. Committed to creating a more equitable creative landscape, the brand teamed up with NBCUniversal to create a series that spotlights diverse voices and gives audiences more inclusive, authentic and representative content.

More inclusion behind the camera leads to better representation on the screen. To connect with Black audiences, the strategy was to highlight and support filmmakers that were representative of Black audiences. We need the voices of these emerging creators now more than ever and by celebrating them in ways that give them massive exposure, we can create a more representative creative landscape. And when they flourish behind the camera, we create more diversity and representation in media for years to come.

Beginning in the summer of 2021, the "Scene in Color Film Series" ran across multiple media platforms throughout the summer, with a scale of 271MM+ impressions. The docu-style custom content aired in limited commercial movie nights, which made for a seamless experience for viewers to experience and learn about these new filmmakers who were Black. The series unfolded with Will Packer, who was both the host and mentor of the filmmakers, as their stories were told across broadcast, cable, digital, and social media platforms.

The filmmakers were also given the ultimate opportunity to have their voices heard and ultimately pitch their shows to run on NBC – which would create more resources, mentorship – and ultimately real everlasting change.

Highlighting the importance of more diverse creators and giving such creators a national spotlight resonated with the mass/popular culture audience. Among that audience, there was +129% increase in brand memorability and +83% increase in retail shopping intent. Across Facebook and instagram, the content engagement rates were +22%, which represents significant above average engagement.