Rising Above: Social Media Users who Shine in the Face of Tragedy

Social media can be a vehicle for change, a place for positivity, the tool we use to inform, inspire and share.

Regular

Introducing…Blank Slate: A Monthly Post Highlighting Local Artists

Highlighting local artist in the Houston area

A PR Lesson From Fred Armisen: The Power of Personable 

Black Sheep shares their time at the SXSW Conference

This One Time at SXSW…

One Bin to Rule Them All

A Blended Lesson: Part II of the KitchenAid Episode

Keeping social media as creative and personal as our real life

How customer service and relationships impact a business

Dear KitchenAid: A Letter & A Lesson

Run, PR Pros, Run!  PR Lessons We Learned On the Run

The hard work that it takes to be in public relations.

PR Lessons Learned.

Celebrating our own way.

#MistakesGIRLSMade (But we love it anyway)

Insight on the HBO's GIRLS terrible marketing.

Mistakes GIRLS Made.

Your New Year’s Resolution Isn’t Good Enough

Your New Year's Resolution.

Condensed

No wrapping paper required.

The history and development of exclamation points.

Test your knowledge of exclamation points.

Hug it out: lessons from an intern in costume

Black Sheep takes a stoll around Houston in a black sheep costume.

National Hug a Sheep Day

Best practices on how to contact the media.

Two words we never want to hear

Black Sheep Puts Houston on the Medium Map

An interview with Jason Falls on his book.

Interview with Jason Falls.

One-Hit Wonders (And the Agency Who Loves Them)

How not to be a one-hit wonder in marketing.

One-Hit Wonders in PR.

At Black Sheep, we know storytelling isn’t just about awareness. It’s about disruption, transformation and cultural change. That’s why we loved our Account Director Shauna Garriques’ LinkedIn article, Kendrick Lamar’s Super Bowl Performance Was More Than Music—It Was a Masterclass in Impact Storytelling where she unpacks how Lamar turned the world’s biggest stage into a powerful commentary on racial injustice. His use of symbolism, risk and raw emotion sparked conversations far beyond the 13-minute performance.

We won’t rehash her insights here—and encourage you to read the full article—but we do want to build on them. Because what Kendrick Lamar did wasn’t just an example of impact storytelling. It was a lesson in narrative power—who gets to tell stories, how those stories shape public consciousness and why discomfort is often a sign you’re doing it right.


Owning the Narrative vs. Being Part of the Narrative

For decades, the Super Bowl halftime show has been about spectacle. Big names, bright lights and choreography built for mass appeal. But Kendrick Lamar didn’t just step into that tradition; he bent it to serve a deeper message.

That’s a crucial lesson for social impact leaders. Are you shaping your own story, or are you adjusting it to fit someone else’s expectations? Too often, organizations working in justice spaces are asked to soften their message for broader appeal. 

You write in order to change the world… if you alter, even by a millimeter, the way people look at reality, then you can change it. - James Baldwin

Real impact happens when stories are told with honesty and audacity, not when they’re polished into something more digestible.


Symbolism Isn’t Just an Aesthetic Choice—It’s a Strategy

One of the most striking aspects of Lamar’s performance was his use of visual storytelling. The prison yard set. The red, white and blue draped over Black bodies. The synchronized marching. The video game references. None of it was accidental. Every detail was designed to deepen the emotional impact of his message.

We believe the same is true for social movement storytelling. Symbolism isn’t decoration—it’s a strategic tool. The picture-superiority effect suggests that a well-placed visual cue is far more likely to be remembered than words alone. When we work with social impact organizations fighting challenging battles for issues like reproductive rights, labor justice and trans visibility, we ask: What do people need to feel before they understand what you’re saying? Because facts inform, but emotion moves people to action.

Perhaps the most important takeaway from Lamar’s performance is that discomfort is not the enemy—it’s the point. Social impact work should challenge assumptions, shift perspectives and push audiences to engage with hard truths.

As Shauna said, “Bold storytelling sparks dialogue, and dialogue is where change begins.”  Kendrick’s performance didn’t just make people watch—it made them feel. And for movements that challenge power, creating that kind of discomfort is often the first step toward a cultural shift.

Emotional resonance isn’t just a storytelling tool—it’s what makes messages stick. Research shows that people are far more likely to remember a message when it triggers an emotional response—especially when it highlights injustice. This reinforces a truth that every major movement for change has understood: growth comes from friction. Progress doesn’t happen passively. It requires people to engage with discomfort, challenge the status quo and push conversations forward, even when the path isn’t easy.

If you’re interested in active, powerful storytelling that sparks real impact and are ready to challenge the status quo with your own message, let’s talk. As Kendrick showed us—culture shifts when voices refuse to be silenced.

Kendrick Lamar Didn’t Just Perform—He Provoked. Here’s What We Can Learn About Narrative Power and Cultural Change.

The Power of Disruptive Storytelling

The Black Sheep blog is turning up the volume on community engagement, social media strategy, Houston happenings and what it means to lead a purpose-driven life.

The Black Sheep Agency | Social impact and nonprofit blog

We like to type as much as we like to listen.

We're not shy.

The Power of Disruptive Storytelling

Rising Above: Social Media Users who Shine in the Face of Tragedy

Introducing…Blank Slate: A Monthly Post Highlighting Local Artists

A PR Lesson From Fred Armisen: The Power of Personable

This One Time at SXSW…

One Bin to Rule Them All

A Blended Lesson: Part II of the KitchenAid Episode

Dear KitchenAid: A Letter & A Lesson

Run, PR Pros, Run! PR Lessons We Learned On the Run

CELEBRATING OUR OWN WAY.

#MistakesGIRLSMade (But we love it anyway)

Your New Year’s Resolution Isn’t Good Enough

Your New Year’s Resolution Isn’t Good Enough

No wrapping paper required

Testing your ! I.Q.

Clothing optional: getting naked with PR

Hug it out: lessons from an intern in costume

Two words we never want to hear

Black Sheep Puts Houston on the Medium Map

No BS, All Black Sheep

One-Hit Wonders (And the Agency Who Loves Them)