Campaign focuses on generating more smiles from Black men

With recent research showing that 3 in 10 Americans use a dating site or app to find companionship or perhaps the love of their lives, one dating app is making sure its clients understand the value of a smile.

October 4 is recognized as World Smile Day, and BLK, a dating and social app for Black singles, announced 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: More than 70% of Black men reportedly 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.

One of the reasons behind the campaign? According to BLK, 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, which can sometimes be 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," Jonathan Kirkland, head of brand and marketing at BLK, said.

While the dating app highlights the importance of a smile, this campaign also serves as a good reminder for dentists and dental team members to remind their patients of the value of a smile.

Check out the promotional video from BLK that hopes to serve as a reminder to Black men (and dental patients).

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 is also encouraging 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.