It Comes Naturally
Award: Shortlist
Shortlist / Animation / Mixed Media / 2021
When 2020 exacerbated the triple threat Black women face from health, monetary and societal issues, SheaMoisture launched a $1 million relief fund to support Black women and women of colour entrepreneurs that had received little to no Covid-19 relief funding. The campaign, It Comes Naturally, is a pledge of support and a love letter to Black women celebrating their perseverance in breaking down barriers, while illustrating beauty and resilience, naturally. The campaign exceeded all set action standards. In its first four weeks, It Comes Naturally shattered category benchmarks.