BLK, a leading dating app for Black singles, has launched the #BLKMenSmile campaign to inspire Black men to embrace joy in their dating profile pictures.
The campaign highlights that over 70% of Black men don’t smile in their profile photos due to societal expectations around masculinity, which often discourages open expressions of happiness.
“#BLKMenSmile is about challenging the norms that hold Black men back from expressing their joy,” said Jonathan Kirkland, Head of Brand and Marketing at BLK. “We want to show that a smile isn’t just an act of positivity — it’s a powerful expression of self-love, confidence, and authenticity.”
The campaign features a video showcasing over 50 Black men smiling, along with inspirational quotes.
BLK is also partnering with Express Yourself Black Man, a platform focused on Black men’s mental health and empowerment, to spread the message. As part of the initiative, Black men are encouraged to change their profile pictures to ones that show them smiling, and use the hashtag #BLKMenSmile on social media.
“We want Black men to feel empowered to show their joy and be their full selves,” Kirkland said.
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