BLK, a dating site for Black singles, has announced a new campaign with rap legends Juvenile, Mannie Fresh and Mia X, reports Afro Tech.
The “Vax That Thang Up” campaign will feature a reboot of the classic song, “Back That Thang Up,” with an important message about vaccination.
“I just wanted to do something positive for my people and to stand in the front to show that I’m willing to sacrifice my life not just for me but also for my family,” said Juvenile about the new project. “We don’t know what we’re facing right now but we really do all need to be vaccinated so we can continue to do our thing and survive.”
BLK is hoping that the message of “everything is better when you’re vaccinated” — but most especially dating — comes across to their target demographic: young people. According to the press release announcement, people in the 18-to-29 age demographic are the least likely to get vaccinated against COVID-19, which makes the message all the more salient as the United States aims to reach full herd immunity against the virus.
BLK partnered with Majority, the marketing agency co-founded by Shaquille O’Neal earlier this year, for the campaign. Of the creative approach, Majority Founder Omid Farhang explains: “To be young is to feel invincible. BLK is uniquely positioned to meet this historic moment, not through an academic lecture or sober manifesto, but through pop cultural content that speaks directly to the benefits of dating IRL once you’re vaccinated.”
A subsidiary of Match Group, BLK was introduced in August 2017 and is currently the leading dating and lifestyle app for Black singles.