The big idea.

The release of Marvel’s black panther made it the first superhero movie to feature a black lead. As a kid, seeing a hero on-screen that looks like you can have a huge impact on your self-worth and your dreams—so we partnered with @fredtjoseph to build a social media campaign to ensure black families could see the film in theaters.

Fred kicked off the campaign with his own GoFundMe that we helped promote. From there, we challenged more people online to create their own fundraisers to support kids in their communities. The #BlackPantherChallenge was born: raising more than $1M, getting social media shoutouts from the film’s stars, and earning talk show and media coverage.

This viral event would also inspire countless other social media-led movie challenges including: #TheLittleMermaidChallenge, the #ShangChiChallenge, and another Black Panther Challenge for the release of Wakanda Forever.