What We Did
We posted a personal ad on craigslist New York, titled “Single Black Hyphen seeks understanding apostrophe – 19”.
It began: “SBH (Single Black Hyphen), looking for love… and understanding…
“A little about me. I’ve just ended a long relationship. In fact, I was dumped… after 19 years – by someone I felt part of and thought I could trust. He used to say, ‘You complete me’…”
“BEST…Craigslist…post…EVER?!? Jay Z’s “hyphen” is looking for love online.”
The story got strong coverage in the target U.S. entertainment media and then spread beyond it.