In(ter)dependent

A way to recognize, appreciate, and celebrate.

With In(ter)dependent we set out to celebrate the resilience and talent within the Black community by highlighting Black professionals from our own platform. This would drive awareness and create opportunities for them to thrive within our ecosystem.

Our independence is built upon our interdependence.

It was essential for us to represent the Black community in a way that was authentic and uncontrived. That meant we couldn’t just craft a narrative. We made a space for the community to tell the story for themselves, share perspectives on what freedom means in the context of Juneteenth, discuss the professional freedom they’ve created for themselves with Upwork, and reflect upon the future of work.

Output

Film, Design, Production, Strategy

“Flipping that narrative and bringing in a tonality that’s positive is a really good interruption of the tropes we see in the media.”

–– Erin Thomas,
PhD, Head of Diversity, Inclusion & Belonging, Upwork

A roundtable about the better future of work.

In(ter)dependent was a celebration of Black freedom. The roundtable discussion hosted by advocate and Cultural Geographer Holley Kholi-Murchison created conversation around what it means to be an independent Black professional.

It explored how the community imagines the reshaping of work and the creation of a better future.

“If you believe that you should never waste a good crisis, this is the exact moment to make workplaces finally work for women.”

– Reshma Saujani,
Founder of Girls Who Code and
activist for women’s economic empowerment

A cultural moment that empowered.

The campaign was our top-performing cultural moment of 2022 and among the top overall for the year. With nearly 130,000 post views in a single day, and 30% of engagement driving directly to the site, we met our goal of creating high visibility for the Black community who uses our platform.