Appendix II: Social media strategy and posters designed by Republik

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We contacted several influencers from Quebec’s Black communities. We made a special effort to contact influential stakeholders from the regions targeted. For example, for the consultation in the Capitale-Nationale region, we requested the help of Webster,^{Footnote 37} and in the Mauricie region we requested the help of Elvire Toffa.^{Footnote 38} The influencers were tasked with sharing our promotional material on their social media networks and saying a few words at the start of the event organized in their respective regions.
In order to share the information effectively on our social media networks, we identified the media habits of our target clients, with the help of the Republik team. The results are as follows:

1. 38% of Quebec’s community of African descent is between 25 and 34 years of age.
2. 64% of them consult social media platforms on their cell phone. Facebook and Instagram were the most used platforms.
3. They spend 21 hours a week on average on social media.
4. They are more likely than the rest of the community to take action on a website or social media page after seeing an online ad.
5. People from communities of African descent are more likely than the general population, proportionally, to use social media networks to share their opinions.

In addition, we used social media amplification tools to amplify the scope of the targeted publications on social media networks. The call to participate for the Montréal region was amplified for 14 days on social media networks (Facebook and Instagram).

Text version

[Translation: Bring the discussion here]

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