Using internal comms to push awareness beyond Black History Month

October marks the start of Black History Month (BHM) in the UK (in the US, it is celebrated in February).

I have mixed feelings about BHM. I love that it’s an annual celebration of Black culture and history — but I dislike the idea that, for some, October is the only time to recognise the contributions of Black people.

Why heritage months matter

They are designated periods in the calendar that celebrate, raise awareness of, and recognise the contributions of specific communities. They offer visibility, focus, and celebration. But their impact depends on what happens year-round.

Too often, heritage months are treated in a performative way reduced to a campaign and once over, the spotlight changes and business continues as usual. For real inclusion, organisations must show up every day, not just when the diary says so.

Why this matters for internal comms

Internal communicators are central to how inclusion plays out. We frame the narrative, amplify voices, and influence how leaders show up. That means we can either help organisations slide into performative action, or use heritage months as a catalyst for authentic, year-round progress.

Employees notice the difference. A glossy campaign and themed menu in the staff canteen with no follow through undermines trust. By contrast, when leaders communicate consistently and back words with action, trust deepens.

Real voices matter

Heritage months also shouldn’t just show polished narratives; they should create space for authentic dialogue and for colleagues to be heard on their own terms.

A firm I worked with realised its BHM activity risked exactly that; it was well-intentioned, but felt tokenistic spotlighting a handful of role models, yet disconnected from the day-to-day experiences of colleagues.

Internal comms partnered with the race equity network to reshape the approach. Instead of limiting stories to October, it launched a colleague-led programme of lunch and learn events for a year. It also introduced reverse mentoring between senior leaders and Black employees, and committed to publishing recruitment and progression data.

Five ways internal comms can help organisations get it right:

1. Link heritage month activity directly to DEI and business goals. Employees want to see the why. And be consistent: if you celebrate some heritage months but not others, you risk alienating parts of your workforce who don’t feel seen. Set clear principles for which moments you mark and explain the reasoning, so your approach feels fair, not arbitrary.

1. Partner with employee resource groups (ERGs) and networks to design meaningful activity. Crucially, pay external speakers for their time and expertise, and give your ERGs a budget so they aren’t forced to deliver on goodwill alone. Visible leadership backing, resources and funding show that the organisation takes inclusion seriously.

1. Go beyond celebration. Share resources, run sessions, and give colleagues practical steps to help them be allies year-round.

1. Treat heritage months as springboards. Extend with ongoing storytelling, mentoring, sponsorship and transparent DEI reporting.

1. Shift the thinking. When a leader asks about the BHM campaign, encourage them to see the month as a starting point for ongoing action, not a one-off comms push. A simple reminder like, ’Black colleagues don’t stop being Black on November 1st—so our efforts shouldn’t either’ can help shift thinking from performance to purpose.

Done well, internal comms have the power to bridge the gap between what organisations say and what they do. And remember, employees always know the difference.