BLK Dating and Social App Celebrates World Smile Day with #BLKMenSmile Campaign to Encourage Black Joy and Self-Expression Among Black Men
In honor of World Smile Day (October 4th) BLK, the leading dating and social app for Black singles, announces the launch of its new campaign, #BLKMenSmile, aimed at encouraging Black men to embrace their joy and express their full selves in dating profile pictures. The campaign addresses a key finding: over 70% of Black men don’t smile in their profile photos, often due to societal standards, perceptions of masculinity, and cultural pressures that can stifle the authentic expression of joy.
Black men often face unique societal pressures that discourage them from smiling. Traditional ideas of masculinity have long depicted a man’s seriousness and stoicism as strength, pushing Black men to conceal softer emotions. The daily struggles and systemic challenges faced by Black men — from racial profiling to societal misunderstandings — can make joy feel like a radical act. As a result, smiling in public or on a dating app profile may not come naturally, sometimes seen as leaving oneself vulnerable or failing to present the image of the “strong Black man.”
“The #BLKMenSmile campaign is about challenging the norms that hold Black men back from expressing their joy. 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,” said Jonathan Kirkland, Head of Brand & Marketing at BLK.
#BLKMenSmile is centered around an inspiring campaign video and creative images that uplift Black men’s smiles in all their forms. The campaign’s centerpiece is a brand video featuring the smiles of over 50 Black men of all ages and backgrounds. The video highlights diverse smiles, merging seamlessly from one face to another. It begins with the statistic about how few Black men smile in their dating profile pictures, and then progresses to uplifting quotes about Black joy, smiles, and self-expression. The video closes with a call to action for Black men to update their BLK profile photos with pictures of them smiling, inviting them to join the movement and show their joy to the world.
In addition to the videos, the campaign will feature creative OOO imagery depicting Black men smiling. Each image will also include #BLKMenSmile hashtag, and inspirational quotes like – “Every Black Man Deserves to Smile,” “Smile, Black Man,” “Your Joy is Your Power.” “A Smile is a Revolutionary.” These images will be used across social media and displayed as wild postings in key BLK markets.
BLK is partnering with Express Yourself Black Man, a digital platform committed to showcasing positive Black male expression, mental health, and cultural empowerment. These partnerships will play a pivotal role in amplifying the reach of #BLKMenSmile by sharing the campaign’s content, encouraging their communities to participate, and sparking broader conversations around Black men’s joy, self-love, and expression.
To further inspire users, BLK is releasing a limited-edition digital sticker exclusively for male users on the app. The sticker features a Black man smiling, with the words “Black Boy Joy” in grillz across his teeth. This playful, joyful design is meant to celebrate Black men’s happiness and pride, creating a positive feedback loop that encourages smiles and self-expression.
#BLKMenSmile is more than just a campaign — it’s a movement. As part of the initiative, BLK is launching a call to action pledge encouraging all Black men to change their social and dating app profile pictures to images of them smiling, embracing the beauty and power of their authentic joy. BLK encourages its community to use the hashtag #BLKMenSmile across social media and join a growing network of Black men who are breaking down stereotypes, embracing their joy, and showing the world their beautiful smiles.
BLK is the world’s largest dating and social app designed for the Black community. Launched in August 2017 by Match Group, BLK is a trusted platform for forming meaningful connections. With over 12 million downloads, BLK is where Black people come together to celebrate love, friendship, and authentic self-expression. BLK is a community-driven movement that is committed to uplifting and supporting its members. Our mission is simple: to create a space where Black people can connect, share, and grow. Join BLK today to join a community where every connection matters, and where love and friendship are celebrated in all their forms.
