Facebook App’s vision is a place where everyone can belong, through the power of community.

As we work toward building this vision, our team created an evergreen workstream to celebrate and support underrepresented and marginalized communities year-round.

While this is an evergreen, always-on initiative, because of the nature of this kind of work, each project requires that it is planned for and staffed in its own unique way. Working with members of these communities from both inside and outside, we use research, insights and cultural inputs to help craft each brief, making sure that it is culturally relevant and meaningfully important to each community. Then, we staff each project by casting people who identify from the community as well as allies and advocates who are passionate about supporting and lifting up these communities.

The past 18 months saw tremendous shifts in culture, and reinforced the importance of continuing our support of underrepresented communities on Facebook.

Through the lens of our brand platform “More Together,” we launched an underrepresented communities social program to help drive acceptance and fuel understanding. The creative was uniquely tailored to the underrepresented community we were in service of, so that the work and message was resonant, impactful, and authentic.

We collaborated with Facebook Group members, creators and influencers from underrepresented communities, giving them the ability to authentically tell their story, and that of their community.

The creative explored identity, self-expression, growth and social impact, and lifted the voices of women, people with disabilities, Black, AAPI and LGBTQIA+ communities.

We needed to lift each community intentionally and authentically.

Real support requires a purposeful, ongoing commitment and presence, instead of just showing up when it’s ‘relevant.’

‘See Us Hear Us’ celebrates the spectrum of the AAPI community, and expresses the authenticity they’ve been conditioned to hold back.

‘Play Your Way’ celebrates the meaningful support people with disabilities can find in a like-minded community.

‘Black Makes A Way’ is a celebration of diverse Black communities in their quest for progress.

‘Hall of Her’ celebrates how women are under-recognized for their outsized contributions to communities, and not celebrated.

‘Painting Pride’ highlights how the LGBTQ+ community moves forward by sharing their voice and connecting through community.

The work launched in February 2021, aligning to key moments in the cultural calendar for each respective community to achieve maximum impact, we then continued our support for each community throughout the year.

From using real-time data to unlock a real-time experience on the streets of São Paulo in celebration of Pride, to collaborating with a spoken word poet and the Pulitzer Center in honor of Black History; hosting fireside chats with select public figures and celebrating the breadth of the AAPI community, to a podcast about adapting sports and passions for people with disabilities—we showed up consistently in innovative and purposeful ways to help fuel understanding and acceptance.

With this body of work we hope to give a voice to underrepresented communities and give them space to share their stories with the world.

A combined impact of

+ 234.8m impressions

+ 425k likes, shares and comments

+ 26.9m reach