With its first ever 100% Black-owned or created collection for Black History Month, Target had a real opportunity to show up in a meaningful way that truly underscored its commitment to supporting Black creators. How do we leverage the contextual relevance of Black History Month to help new and lesser-engaged guests see that by choosing Target, they are part of advancing opportunities for the next generation of trailblazers? Our approach was to authentically show up for the moment by celebrating Target partnerships with the Black designers, founders, and creators behind the Black History Month collection sold at Target, showcasing HBCU student designers and inviting guests to shop products from Black-owned or founded brands; while also conveying a message that ensured guests felt that when they shop at Target, the dollars they spend have the power to nourish the Black community by highlight all of the meaningful ways Target is working with founders, creators and guests to accelerate opportunities for Black joy.