BLK Dating App launches “New Year, Real You: #RealNotPerfect” campaign to empower Black women in 2024

BLK Dating App has launched an empowering campaign for the new year, entitled “New Year, Real You: #RealNotPerfect.”

About the BLK Dating App campaign

The app company says the new initiative inspires and emboldens Black women.

“Encouraging them to embrace and proudly exhibit their authentic selves across every area of their life, including dating, community, education, and the professional arena.”

The campaign features four Black women in various stages of their lives.

Moderated by BLK’s Relationship and Intimacy Expert, Marissa Nelson, these transparent and authentic conversations will delve into:

• the challenges faced in 2023 when striving for authenticity
• their personal commitments to embracing their genuine selves in 2024
• and how BLK is creating a safe space for Black women to show up as the most authentic versions of themselves.

Unveiled on BLK’s social media platforms during the month of January, these social videos are designed to ignite engagement and drive conversation within the app’s female community, fostering a deeper sense of connection and shared experiences.

“As a community that has played a pivotal role in shaping culture throughout history, authenticity is our most powerful asset,” said Jonathan Kirkland, Head of Brand and Marketing at BLK.

“At BLK, we encourage all of our members, not just Black women, to amplify their unique brilliance. Our message is clear: Be bold and unapologetically BLACK! Shed the filters, forget the stereotypes and let the world experience the true you.”

BLK App users and the campaign

The app prompts users to join the “New Year, Real You” campaign by taking the in‑app #RealNotPerfect pledge.

This pledge encourages Black women to be bold and unapologetic, serves as a commitment to showcasing authenticity in every aspect of their daily lives.

Users who actively participate in the pledge will receive a distinctive #RealNotPerfect badge, symbolizing their unwavering dedication to embracing authenticity. To date, over 8,000 people have signed the pledge.

Check out the trailer