Smithsonian Institution

Our Shared Future: Reckoning with Our Racial Past Initiative

I was selected to lead the social media strategy for the Smithsonian Institution’s newest initiative, Our Shared Future: Reckoning with Our Racial Past. This work would live on the Smithsonian’s main accounts, @smithsonian and shared with an audience of over 3 million.

Goal: Using the Smithsonian’s existing social media presence, launch the institution-wide initiative culminating with the initiative’s first online forum.

Strategy: Leverage the collection of the Smithsonian’s 21 museums and 9 research centers to tell compelling stories that highlight the history of racism and its effects today, aligned with each of the initiative’s pillars and drive interest and brand awareness.

Results: Overall positive sentiment across all platforms with a total engagement over 1M and impressions surpassing 3.5M. The initiative’s first forum saw online attendance over 25k in the first 24 hours.