The Challenge
When TikTok Shop set out to celebrate Juneteenth, they wanted more than an event, they wanted a moment that honoured the day’s deep cultural significance and uplifted their community, all while committing to sustainability. They came to From Now to help bring that vision to life, with the aim of ensuring every element, from the people involved to the products used, aligned with the values that Juneteenth represents.
The brief was simple: create an immersive and unforgettable experience that resonated with attendees on a cultural, emotional and environmental level. And with Juneteenth recognised as a time to unite, educate and inspire, TikTok Shop saw this as the perfect moment to set a benchmark for how brands can celebrate responsibly while making a real difference.
The Solution
From Now worked closely with TikTok Shop to integrate sustainability at every stage of planning and delivery without losing the vibrancy and joy of the celebration. We began by auditing every supplier, ensuring each one not only met environmental standards but also aligned with the cultural purpose of the event by using minority owned suppliers. Every partner was thoughtfully chosen to align authentically with the spirit of Juneteenth.
We meticulously tracked carbon emissions across energy, trucking, catering and travel, implementing measures to minimise them. By sourcing locally and creating a low-carbon menu, we reduced transport miles, supported local businesses and reduced the event’s environmental footprint.
To match the scale of the event, we sourced extensive materials, furnishings, and equipment, including the showcase of a traditional barber station. To champion circularity, we worked with the local community to ensure the equipment was repurposed by organisations, extending its life and impact. The Atlanta Barber Institute Foundation Inc, a non-profit dedicated to helping young people train as barbers instead of leaning into street culture, gave the barber chairs and equipment a second life. The Foundation also supports individuals transitioning out of prison, helping them build skills and avoid re-offending, meaning the event’s impact extended far beyond its run time, becoming a catalyst for opportunity and change within the community.
The Results
The TikTok Shop Juneteenth event achieved what it set out to do and more. Every supplier reflected the values of the occasion, every detail carried intention, and carbon emissions were measurably reduced without compromising the celebratory atmosphere.
The donation of event assets to The Atlanta Barber Institute Foundation Inc became one of the most powerful moments of the project. Attendees and community members alike recognised it as a true embodiment of Juneteenth’s spirit; freedom, empowerment and opportunity.
In the end, this wasn’t just a celebration, it was a living example of how cultural heritage, environmental care and community empowerment can come together to create something unforgettable and deeply meaningful.
Testimonial
“On behalf of Atlanta Barber Institute, I Greg Rutledge, Jr. thank you from the bottom, top and middle of our hearts for your donation. Words cannot express the gratitude we have for such an act. Thank you for thinking of us”
– Greg Rutledge Jr, The Atlanta Barber Institute Foundation Inc.
