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data on African American consumers
Black Buying Power:
$679 Billion (2004)
Black U.S. Population:
Top Five Black Cities
- New York
Top Five Black Metros:
- New York-New Jersey
- Los Angeles
Top Five Expenditures:
- Housing 110.2 bil.
- Food 53.8 bil.
- Cars/Trucks 28.7 bil.
- Clothing 22.0 bil.
- Health Care 17.9 bil.
Click here for more stats from "The Buying Power of
Get quick access to key
Click here to go to African-American Census Bureau
© 2006 by
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Vigilante, Ad Council campaign targets health and lifestyles of black
2006) African Americans suffer the highest mortality rates among the total
population and African American women in particular are at high risk for
dying from cancer, diabetes, heart disease or stroke.
That’s why The Advertising Council, in collaboration with the
American Cancer Society, American Diabetes Association and the American
Heart Association, has launched of a new series of public service ads
designed to motivate African American women to make healthier everyday
lifestyle choices. Created pro bono by urban ad agency Vigilante, the ads
are being distributed to media outlets nationwide this week.
The new PSAs incorporate a new strategy based on insights gained through
research conducted by the Ad Council with the target audience:
African-American women between the ages of 35 and 50. The television,
radio, print, outdoor and Internet PSAs focus on the idea of sisterhood
and urge women to encourage and support their friends to eat right and get
The first phase of the campaign received more than $60 million in donated
media over the course of one year. As a result of this support, according
to a recent Ad Council tracking survey, 87 percent of 30-50 year old women
with children report having recently heard, seen or read something about
the campaign. In addition, those who saw the ads were more likely to make
the link between healthy lifestyles and disease prevention.
"At Vigilante, we don't just know this target audience, half of us belong
to it,” said Valerie Graves, Chief Creative Officer of Vigilante. “Once
our ThinkTank made sure the strategy was relevant, we used what we know
about African-American women to create a campaign that 'keeps it real.'
From the concept to the casting to the use of jazz artists George Duke and
Rachelle Ferrell as the soundtrack, we just did our thing to help
African-American sisters make healthier choices."
The PSAs end
with the tagline, “Sisterhood is Healthy.” The ads direct African-American
women to call 1-866-399-6789 or visit
www.everydaychoices.org for information on disease prevention, as well
as resources to help women make healthy choices.
Go to Target Market News
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Annual Edition Available
'Buying Power' report shows black consumers spending more on home life
As the American economy continues to move sluggishly,
African-American households are curtailing their spending in many
categories, including food, clothing and basic household items, while
investing more in home repair, home entertainment and consumer
electronics. Although they are trimming back, black consumers are still
spending more than their white counterparts on most of these products.
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