AAKOMA was founded in 1999 and incorporated as a 501(c)(3) in 2019. Upon incorporation, AAKOMA grew quickly and has developed into a dynamic non-profit that seeks to improve the mental health of intersectional youth. AAKOMA exists at the intersection of the key challenges facing our world today: racial and social injustice, youth well-being, and mental health.
AAKOMA stands for African American Knowledge
Optimized for Mindfully Healthy Adolescents and comes from the word “akoma” from the Asante of present-day Ghana. Akoma symbolizes endurance and understanding and can be recognized as the modernday standard heart. Its literal meaning is “the heart” and represents love, unity, endurance, patience, tolerance, goodwill, and faithfulness.
Mission
AAKOMA believes that to meet the mental health needs of Youth of Color, we need to operate at three levels – raising consciousness among individuals, empowering people by providing accessible tools for ongoing management, and changing systems to receive youth and provide better care.
vision
A world where EVERY child, teen and young adult (inclusive of all points of diversity) feels the freedom to live unapologetically and authentically within an environment that allows them to rise and thrive.
Content Pillars
At The AAKOMA Project, we know that our journey toward optimal mental health for Youth of Color isn’t a straightforward path–it’s a multifaceted mission that requires our attention on multiple fronts. It’s why we focus our advocacy and communication efforts on 4 key content pillars, each designed to tackle a specific part of this challenge. These pillars guide everything we do, from the content we create to the initiatives we undertake, ensuring that our work remains focused on our mission.
Content Pillars
Each of these pillars stands at the core of The AAKOMA Project’s mission to foster a world where Youth of Color can live unapologetically and authentically in an environment that allows them to rise and thrive. By focusing our efforts across these pillars, we ensure a holistic approach that addresses not just the symptoms but the root causes and systemic barriers to optimal mental health for Youth of Color.
PRIMARY PILLARS
1.
Raising Consciousness
Awareness is the first step to change. Under this pillar, we spotlight the unique mental health challenges faced by Youth of Color (inclusive of all points of diversity), aiming to educate our community and the wider public. Through storytelling, data dissemination, and active dialogue, we raise consciousness about the realities that affect our youth, fostering a more knowledgeable and empathetic society that can support meaningful change.
2.
3.
ADDITIONAL FOCUS
4.
Empowering People Changing the Mental Health System Brand Awareness
Knowledge alone isn’t enough if our youth aren’t equipped to act on it. This pillar focuses on empowerment—providing Youth of Color with the tools, resources, and support they need to manage their mental health effectively. From practical advice and resources to empowering stories of resilience and recovery, we strive to mirror the strength and diversity of our community, ensuring everyone sees themselves represented and supported.
Lasting change requires systemic transformation. We advocate for and implement changes in the mental health system to ensure it serves the specific needs of Youth of Color more effectively. By influencing policy, collaborating with stakeholders, and driving research that addresses gaps in care, we work towards a system that not only understands but prioritizes the mental health of our community.
Increase recognition of The AAKOMA Project’s brand, vision, mission and impact among Youth of Color and our communities. Content in this pillar will focus on showcasing the ideas, values and passions that form our identity, and how those things differentiate us from other mental health advocates in the category.
Brand GUIDELINES
80% of how our brains understand the world around us comes from vision - our primary sense. Additionally, our brain’s biochemistry determines why we consider some visuals more attractive than others. Having a logo that looks nice is not enough. We believe in good design, the kind that captures attention and compels to action. Logo, typeface and color are all key ingredients to visual identity. The following pages provide clarity and guidance on how to put these elements to good use.
Designing a Post for Social Media
Our content should embody the ideas we’re trying to advance in the world. Consider the stories, conversations and changes we aim to inspire. Every post is a chance to connect with our people, educate the public, and disrupt the common narratives surrounding youth mental health in Communities of Color.
The main logo stays at the top left.
Use Helvetica Neue Regular and Bold for copy instances.
Keep a minimum of 200px for margins.
You can use upbeat and cheerful imagery can brighten the design.
Colorful organic elements bring attention to the imagery.
Heart logo is always present, showing some love!
Brand Guidelines
Logotype
The logo is important for identifying the AAKOMA Brand.
Maintain white space.
Your logo should always be surrounded with an ample buffer of white space. As a general rule of thumb, the buffer should be roughly half of your logo’s height.
When printing small, keep it simple.
For instances where your logo will appear small, switch to a one-color version and use a high-contrast color or black and white.
Use the proper format.
Use CMYK versions for anything you print. Use RGB versions for screens (emails, web, social media).
Vector file formats (.eps, .pdf) are scalable and will maintain clarity at larger sizes; vector files are preferred for signage, billboards, and other oversized applications.
Keep your logo unique.
Part of how your logo stands out in layouts is by using fonts that do not appear elsewhere in your designs. Don’t be tempted to use your unique logo. fonts as headers or text in layouts.
Do not stretch or modify.
The quickest way to undermine your brand is altering your logo— either intentionally by adding to or changing the art, or unintentionally by improperly squeezing or stretching the logo as you scale it larger or smaller.
Preserve the integrity of your brand. Do not change any aspects of your logo. Learn how to scale graphics while preserving the original proportions (the aspect ratio). In many programs, holding down the Shift key will retain the proportions.
Do not condense the logo
Do not extend the logo
Do not move elements of the logo
Do not change the color
Main Logo Positive
Main Logo Negative
Heart Icon
Brand Guidelines
Color Palette
The colors of AAKOMA reflect values of compassion, kindness, and progressiveness. Thoughtful color choices can captivate attention without overwhelming the senses.
RGB: 179, 51, 39
HEX (#): b33327
CMYK: 21, 93, 98, 12
A primary brand color
RGB: 104, 38, 110
HEX (#): 68266e
CMYK: 69, 100, 24, 11
A primary brand color
RGB: 252, 245, 241
HEX (#): fcf5f1
CMYK: 0, 3, 3, 0
Background color
RGB: 239, 174, 12
HEX (#): efae0c
CMYK: 6, 33, 100, 0
A secondary brand color
RGB: 131, 191, 185
HEX (#): 83bfb9
CMYK: 49, 8, 29, 0
A secondary brand color
RGB: 92, 127, 160
HEX (#): 5c7fa0
CMYK: 69, 44, 33, 2
A secondary brand color
Brand Guidelines
Typography
Typography is the voice of AAKOMA, reflecting our values of compassion, kindness, progressiveness, and culture. It ensures clarity and resonance in every message, capturing the essence of our brand while honoring our culture.
Oskar Inline
40pt / 50pt Leading
Helvetica Neue CondensedBold
20-25pt / 24pt Leading
Helvetica Neue Light
10-12pt / 18pt Leading
Big Headers
You can also use Oskar Inline for shorter headlines.
Titles and subtitles
Timelessly elegant, ideal for body copy in articles, marketing collateral, and more, ensuring clarity and professionalism in every message.
Logo Fonts
A dynamic font blending African tribal motifs with contemporary design. Bold, versatile, and true to our culture, Tribeca adds a unique flair, inviting creativity and storytelling through typography.
Tribeca 50pt
Social Media Messaging Examples
The following content examples are designed to demonstrate how to craft effective and resonant content that aligns with our mission, specially tailored for various social media platforms. They serve as a blueprint to guide the creative process, ensuring clarity and consistency in our brand’s voice as we engage and advocate for the mental health of Youth of Color.
1. Raising Conciousness
Instagram/Facebook Post: Instagram/Facebook Post:
Awareness is more than just knowing—it’s doing. Every post, every share counts. Stand with us as we fight for a world where our voices lead the narrative.
#OptimalMentalHealth #YouthEmpowerment
Dealing with the daily slings and arrows of racial, gendered, disability focused discrimination can be painful, it also harms our mental health. So stay here with AAKOMA to learn best practices for speaking up, acknowledging our experiences and sharing solutions.
#OptimalMentalHealth #YouthEmpowerment
2. Empowering People
Instagram/Facebook Post:
Your mental health is key in our fight for justice. Here are 5 culturally relevant, science backed strategies to help you stay strong and grounded. Share these, because we’re in this together.
#MentalHealthMatters #OptimalMentalHealth
Instagram/Facebook Post:
Need a quick mental reset? Here are some mindfulness tips designed for us–by us–to help keep you centered through the chaos. (Share the 5 tips here.)
#MindfulMoments #YouthWellness
3. Changing the Mental Health System
LinkedIn Post: Facebook Live:
We’re leading the charge to tear down broken systems with our data and stories. Want to make a real impact? Follow along to see how you can join the movement for mental health reform.
#ChangeMakers #OptimalMentalHealth
This Thursday, let’s dive deep. We’re talking serious change in mental health care—changes that support us and are long overdue. Get involved, your voice is crucial.
#LiveDiscussion #YouthAdvocacy
4. Brand Awareness
Instagram/Facebook Post:
25 years strong at The AAKOMA Project and we’re just getting started! Check out our journey from a academic research lab grassroots initiative to a powerhouse youth mental health advocacy organization. From our first workshop in 1999 to kickstarting major policy reforms in 2018, we’ve stayed focused on one goal: making sure you feel supported and empowered in every space you enter. Big thanks to everyone who’s been on this journey with us. Let’s keep pushing! Share this, tag your crew and spread the word. We’re all in this together, and your support fuels our fight.
#OptimalMentalHealth
4. Brand Awareness
LinkedIn Post:
Big shoutout to our incredible partners who stand with us and fuel the mission of The AAKOMA Project! This month, we’re spotlighting our collaboration with [Partner Organization]; champions in community health. Together, we’re rolling out workshops that empower YOU to lead your mental health journey. These sessions are packed with tools, support and knowledge all designed with your needs in mind. Check out these images to see the action from our latest workshops and hear straight from the participants about the change it’s sparking. Thank you [Partner Organization] for championing this cause with us! It’s because of partnerships like ours that we move closer to a world where mental health in Communities of Color are centered in the conversation.
Infographics and Statistics Templates
Instragram/Facebook Post:
Resilience Strategies on Gun Violence Awareness Day
Highlighting strategies for resilience in the face of gun violence, we focus on protecting mental health and fostering recovery, especially in communities often overlooked.
#GunViolenceAwareness #StayStrong
Infographics and Statistics Templates
Instragram/Facebook Post:
Juneteenth & Systemic Equity
On Juneteenth, we reaffirm our commitment to systemic equity. True freedom includes mental health equity, where every individual has access to the care they need.
#Juneteenth2024 #HealthEquity
Infographics and Statistics Templates
Instragram/Facebook Post: Trauma Support & Recovery
Providing resources and support for PTSD recovery. Community support is vital, given racial and other identity based forms of trauma as reported by 42% of Youth and Young Adults of Color in the SOMHYOC 2023.
#HealingInformed #SupportGroups
Hashtag Use
General Guidance
Make your mark with #OptimalMentalHealth. Share your journey, ignite discussions, and let’s amplify our collective call for change. Stay alert for more targeted hashtags for our ongoing campaigns.
To Use To Avoid Language Guidelines
• Empowering, collective words like “justice,” “equity,” “our fight,” “unapologetic,” and “resilient.”
• Phrases that encourage action and involvement, such as “push for change,” “stand with us,” and “our narrative.”
• Weave compelling data into every post to affirm our leadership in mental health science, engaging and educating youth effectively.
• Disempowering terms like “minority” or “non-white.”
• Complex medical jargon—keep it real and relatable.
• Phrases that could sound passive or detached from the youth experience.
• Any language that centers whiteness.
This messaging seeks to keep the dialogue youth-centric, empowering, and direct, resonating with the experiences and aspirations of the Youth of Color in AAKOMA’s brand community.
Content Publication Guidelines for AAKOMA
This section outlines the protocols and standards essential for crafting and sharing content that reflects The AAKOMA Project’s commitment to culturally relevant and evidence informed advocacy. By adhering to these guidelines, our team ensures that every piece of content not only upholds the integrity and mission of our organization but also actively engages and supports the mental health of Youth of Color.
AAKOMA
1. Brand Voice and Messaging Guidelines
Voice Attributes:
• Lively and Serious: Our language is vibrant but serious, reflecting the urgency of our mission.
• Engaging: We encourage active participation and dialogue, making every message a call to action.
• Informative: Every post is a chance to educate and enlighten, rooted in solid research and understanding.
2. Platform Strategies
• Instagram and TikTok: Use these platforms for visual storytelling. Share real stories, quick educational snippets, and call-to-action videos that speak directly to the youth.
• LinkedIn: Ideal for advocacy and quick updates. Use it to mobilize followers around current events and critical issues affecting our community.
• Facebook: Use for deeper engagement through longer posts, live discussions, and community-building activities.
3. Content Guidelines
Content Pillars:
PRIMARY PILLARS
• Raising Consciousness: Focus on the real impacts of mental health issues in our communities through personal stories and data-driven insights.
• Empowering People: Share practical tips and tools that empower our followers to take charge of their mental wellness.
• Changing the Mental Health System: Highlight our efforts in advocacy and policy change, and how followers can get involved.
ADDITIONAL FOCUS
• Brand Awareness: Increase recognition of The AAKOMA Project’s brand, mission, and impact among Youth of Color and broader communities. This pillar is designed to showcase The AAKOMA Project’s identity, unique value propositions, and the extensive impact of our work.
Formats:
Utilize a dynamic mix of infographics, short videos, and impactful images, enriched with content from events, appearances by our Subject Matter Experts and Founder on podcasts, TV, news segments, and both local in-person and virtual events. This approach keeps our content engaging and accessible while showcasing our active community involvement.
4. Roles and Responsibilities
• Social Media Manager: Directs overall strategy and ensures all content aligns with our mission and voice.
• Content Creators: Develop impactful, authentic content that resonates with and mobilizes our youth.
• Community Manager: Engages with the audience, fosters discussions, and maintains a supportive online environment.
5. Response Templates and
Engagement Protocols
• Standard Responses: Crafted to be respectful, supportive, and empowering, guiding followers to resources or further action.
• Crisis Communication: Quick, thoughtful responses that align with our values, especially in sensitive situations. Setting autoreplies that speak from our values can be a great tool in these cases.
Content Publication Guidelines
6. Compliance and Legal Considerations
• Copyright and Content Usage: Ensure all shared stories and images are used ethically and with proper permissions.
• Privacy and Confidentiality: Uphold strict standards to protect the privacy of individuals featured in our stories.
7. Performance Metrics and Analytics
• Engagement Rates: Monitor how effectively our content engages the audience through interactions.
• Growth Metrics: Track follower growth and reach to assess the impact of our messaging.
• Feedback and Adjustments: Continuously seek feedback from our community to refine and enhance our strategies.
