Meta Elevate was established in 2018 with a mission to focus and invest in building equitable tools and resources for the Black and Latinx & Hispanic communities. Although the program committed $200 million to support small and medium-sized businesses (SMBs), and creators, it still lacked brand recognition, cohesive and impactful social storytelling, strategic partnerships, and a true connection to the Black, Latinx & Hispanic communities.

Meta Elevate approached Creative Theory agency to develop a year-round social media strategy, thoughtful messaging, and emotionally resonant campaign moments such as this one to address these deficiencies.