Looking to reach younger audiences? Take a cue from WFAE’s approach through barbershops and nail salons

A hairdresser cuts the hair of an attendee at the "Beauty and Barbershop: A Conversation About the 2024 Elections” event organized by WFAE.

In Charlotte, N.C., a newsroom experiments with organizing events in a safe – and stylish - place

In February of 2024, when reporter Elvis Menayese covered a local event entitled “Barbershop Talk” at Queens University in Charlotte, he was intrigued by how the university’s Black Student Union used the welcoming atmosphere of a barbershop – and free haircuts – to provide a safe venue for community conversation. Menayese went straight to Mona Dougani, the Community Engagement Producer at WFAE in North Carolina, with an idea.

"I wanted to do an event that could engage young people, And I think this was the best way to go," said Menayese, who knows that getting a haircut could financially burden young people.

”As a person of color, going to a barbershop is a unique experience. Being in that atmosphere of having your hair cut and listening to people talk and chat has always been beneficial for me. And I think a lot of people can relate to that," he said. "You are sat on a chair, and you feel as if you have that moment with that barber; it's intimate, and you feel as if all the attention is kind of on you."

The Objective

Menayese and Dougani decided to try to replicate that safe, intimate space in barbershops as a venue to host a conversation about politics and the 2024 election. "Sometimes politics might not have that sex appeal to a young audience," he said. "So I thought by connecting this with something that they automatically are drawn into, and a space which they're comfortable being in, it will resonate with them."

He thought that if people were in a trusted environment, they would be "more open to listening to other ideas." Recreating a barbershop felt to him and Dougani like the best way to promote understanding at a time when politics can divide a nation.

The Challenge

Dougani, who was in charge of the event's logistics, contacted Darryl White, assistant dean of Diversity Inclusion and Community Engagement at Queens University, the institution that had organized the original barbershop event.

She asked for his support. Dougani wanted the event to be inclusive and to welcome as many students and young people as possible. They decided to add the concept of "beauty" and included free haircuts, manicures, and eyebrow waxing services for all.

A hairdresser cuts the hair of an attendee at the "Beauty and Barbershop: A Conversation About the 2024 Elections” event.

"A lot of people love to go to the nail salon. It is their sort of self-care time. It was really great to invite people to a warm and welcoming space where they could have their self-care but also have a really educational experience as well," explained Dougani. 

The Solution

In September, WFAE partnered with Queens University to host "Beauty and Barbershop: A Conversation About the 2024 Elections." The nonpartisan event aimed to foster dialogue and to understand the thoughts of young people of color regarding the local, state, and federal elections.

The event included four barbers (three male and a female), two manicurists, and an esthetician who provided services to students. Representatives from the Charlotte Black Voter Project and the Latino Civic Engagement Committee discussed their efforts to increase voter turnout among minority groups and addressed the challenges community members face with voting. The Mecklenburg County Board of Elections was also on hand to answer students' questions about the voting process itself. They carried sample ballots and voting machines to show the students how they worked. WFAE distributed surveys about the election in English and Spanish, resources about the station’s coverage of race and equity issues, and their online voter guide.

The event also included refreshments such as Peruvian, soul, and vegetarian food.

WFAE funded the event through a grant received from America Amplified’s Election 2024 initiative.

The Takeaways

Communication is key. "Healthy communication [internally] and planning really helped us in terms of making sure that we executed things the way we wanted," said Dougani. She also recommends "making sure you give yourself enough time" to organize an event like this one. Also, remember to promote the event on Instagram and Facebook, and on any other social media accounts. Ask your partners to promote it, too, as Queens University did.

Have the right partners. Besides having healthy communication with the people you are working with, it is vital to have a good team as well, said Dougani. "We had a lot of support from Queens (University). It was really nice to have Darryl's back. He's done an event similar to this before, so it was really great to have his input."

"He was a massive help to us," said Menayese. "We also had some students on campus that helped in terms of spreading the word with flyers."

Meet people where they are. "It's not just about hosting events, but also going out in the community and having events and meeting people where they are," emphasized Dougani. 

Mona Dougani (left), Elvis Menayese (center) and Darryl White during the "Beauty and Barbershop: A Conversation About the 2024 Elections."

Create safe spaces for your communities. "Initially, in my head, I was like, we need to get four barbers because most people are going to have a haircut. But it was really interesting that a lot of people were stepping forward to get their eyebrows waxed," said Dougani. "It is kind of a vulnerable thing because your eyebrows are super red afterward. It showed that people were really receptive and comfortable in that environment. We definitely need more manicurists and estheticians next time."

Let yourself be surprised. “I am always amazed by students and their curiosity,” Dougani said. “And I learn so much every time I interact with them. There were so many engaging conversations that happened and ideas that were brought up. People were not afraid to ask questions. There was so much dialogue.”

Open your initiatives as much as possible. “It's important to ensure we go out to these communities, especially when focusing on minority groups. I feel sometimes that we expect them to come to us and get the answers,” said Menayese. He thinks a big part of better service to communities “is making sure that we are going to them and making sure they are informed and also catering to their needs, and making sure they feel included in what we are doing and making sure the environment is safe.” He said in the future it would be nice to open up the event to different schools, neighborhoods and communities, rather than just targeting one school.

And don't forget to get your supervisors on board. “That's a great thing, too. Your supervisors also need to be on board and understand that you may not be able to produce a story this week because you are focused on making sure that this event is up to the standard and quality that it deserves," said Menayese. For Mona, the key takeaway was simple: "It was a team effort."

A group of attendees listen to panelists at the "Beauty and Barbershop: A Conversation About the 2024 Elections."