Sep 18, 2020
By Kelby Clark
BET dedicates a day of programming to acknowledge and rejoice in the power of the Black electorate as part of its year-long civic engagement campaign #ReclaimYourVote.
In fewer than 50 days, it will be Election Day and BET wants Black voters nationwide to know the importance of casting their ballot.
On September 18, the network—along with partners the National Urban League, Color of Change, and more than 45 other brands and grassroots civil rights organizations—is holding the first-ever National Black Voter Day as part of its year-long national civic engagement campaign #ReclaimYourVote. In a year marked by a global pandemic and widespread social activism, the initiative is a push for eligible voters to take action—and protect their rights to ensure they can participate—in the country’s democratic process.
“With all the different days this voting season, from National Voter Registration Day to Vote Early Day and more, we wanted to directly speak to the Black voter and ensure that Black community is aware of their collective power and strength as a voting bloc,” says BET Chief Social Impact and Communications Officer Jeanine Liburd. “Creating a day dedicated to demystifying the process of voting and engaging the Black electorate ahead of the 2020 presidential election became the logical way to accomplish that.”
The day includes a rollout of easily digestible educational resources across social and digital, including a five-step plan that helps ensure voters’ ballots are counted on Election Day. The #ReclaimYourVote campaign includes messages from celebrities like actor and rapper T.I. and NBA player Blake Griffin to encourage voter participation. In addition, the brand is airing PSAs and conversations with key politicians and activists across its linear network to further raise awareness ahead of November.
“There's not a lot of space on linear where this conversation is being had and that’s where we shine,” says Liburd. “Then, to have a complement of it across our digital platforms, as well as support from our talent and our partners who are on the ground doing the work makes it a really powerful combination of efforts.”
"We intentionally did not put BET in the #ReclaimYourVote campaign name because we wanted other brands and other people to feel their ownership in a comprehensive, consistent message."
BET Chief Social Impact and Communications Officer