Match Group’s BLK Sets Out to Reclaim “Once You Go BLK” and Celebrates the Unlimited Potential of Black Love

BLK, the largest dating app made for Black singles, launched a new advertising campaign, Once You Go BLK, to reclaim and reappropriate the antiquated phrase “Once you go Black, you don’t go back”. Instead of “praising” outdated stereotypes of Black people, this initiative embraces the glory of being young, Black, and forging one’s path in life. In order to bring this campaign to life, BLK also partnered with its local network of Black businessowners and creatives.

With over 4 million downloads to-date, the dating app aims to reframe what it means to “go BLK” through empowering messaging about the positive outcomes and implications of being part of both the Black and BLK communities.

This campaign includes original content and video testimonials with BLK users, tailored to acknowledge how real people date, across the Black cultural spectrum. In organizing and executing Once You Go BLK, Austin, TX-local Black businessowners and creatives brought their talents to the strategy and set, such as T&J Hair Designs for hair, honeybeebeats for makeup, a Paola Mathè headscarf design, and Darian Younce as the set stylist.

Once You Go BLK chronicles the journeys of Black singles and how they each take their own distinct approach to dating, from what they look for in a partner and their outlook on both romantic and platonic relationships. This campaign lauds the unlimited potential of the millennial and Gen Z Black community. As these years are incredibly formative in one’s life, Once You Go BLK aims to provide support and celebration for its users as they create their coteries.

“Once You Go BLK embraces the culture of the Black community, while also shedding light on important community topics from state violence to supporting Black-owned businesses,” said Jonathan Kirkland, Head of Marketing & Brand for BLK, “Our ambition for this campaign is to foster more solidarity, from a cultural level, with our users while taking the power away from an ugly adage used against us.”