Problem gambling is an issue that affects millions of Americans from all walks of life. Despite it not being a unique issue to any demographic the challenges that arise from tackling it differ from community to community. Together with Progressive Individual Resources, and the Minnesota Department of Health Services I set out to create a campaign curated specifically for Africans in America suffering from problem gambling.

The concept Pride Dethrones Kings hinges on the incorporation of a widely used literary device in Africa known as the proverb. These typically short phrases or sentences encapsulate many meanings and can often feel like distilled stories. In Pairing this potent literary device with eye catching visuals, I designed a social media campaign that would link users from the Progressive Individualized Resources Instagram account to their blog page that delves further into the relationship between problem gambling and the proverb used. The result was tailor made messaging that greatly magnified community engagement and awareness on the issue.