Raising Houston’s Black Voices
DEFENDER NETWORK
The Defender Network is Houston’s oldest Black newspaper, and have been raising Houston’s Black Voices since 1930. Working hand-in-hand with their editorial team, and some great local production partners, we launched a campaign to spotlight their vital work and elevate them to the top of Houston’s news landscape.
The Challenge
Despite its legacy, The Defender struggles with awareness among younger Black Houstonians. Many still see it as “just their grandma’s newspaper”—a perception that doesn’t reflect its bold, modern voice.
The Answer
Partnering closely with The Defender’s dynamic editorial board, we launched the Raising Black Voices campaign. We took the message to the streets with bold out-of-home placements along major Houston corridors. At the heart of the campaign were six powerful short films—each capturing a different facet of The Defender’s impact—crafted in collaboration with acclaimed director Isaac Yowman.
The Results
The campaign helped create an immediate buzz around Houston with website and newsletter subscriptions soaring during the campaign.
60% Site Visit Increase
25% Increase in Newsletter Subscriptions
2025 District 10 Mosaic Award for Diversity and Inclusion Integrated Campaign
The Work
“We are the keepers of our culture.”
- Sonny Jiles
“Connecting back in the day, with today.” - Aswad Walker
“The more you know about what’s happening in our city, the more you can create change.”
- Sylvester Turner
“We break down the stories that matter, so we can lift up the people that matter.”
- Reshonda Tate
“Connecting back in the day, with today.” - Aswad Walker
