Case Study: World Afro Day drives Big Hair Assembly sign-ups with PLMR’s digital marketing and PR

World Afro Day signs up 11,500 schools in a week with PLMR

World Afro Day, a charity challenging hair discrimination, faced the challenge of driving last-minute sign-ups for its annual Big Hair Assembly educational event during the school holidays. They engaged PLMR to utilize its public relations and digital marketing expertise to urgently increase awareness and registrations among teachers and school leaders.

PLMR implemented a targeted paid and organic social media campaign across Facebook and Twitter (X), using tailored messaging and imagery to reach educators. This strategy resulted in an additional 11,500 school sign-ups in the first week. The following year, PLMR's campaign achieved over 100,000 impressions. The integrated PR effort also secured significant media coverage, raised the event's profile, and contributed to the charity's founder being invited to join a government task force on the issue.

World Afro Day