+United Way of New York City
United Way of New York City (UWNYC) received $10 million to pilot an initiative designed to pave the way for the implementation of a citywide K-12 Black studies curriculum in the nation’s largest school system. UWNYC sought an agency partner to develop a new brand identity for the initiative, to generate awareness and engagement within the community, and to conduct stakeholder outreach to drum up support for the initiative.
Create a groundswell of support for the initiative among likely supporters in NYC with a focus on the initiative’s purpose and transformative societal impact. Target Black education advocates, parents, teachers, and administrators by showing up in spaces these audiences exist with a message of trust, accountability, and social good.
Create meaningful partnerships and collaborations that evoke excitement and foster champions for the initiative.
Created a brand identity that appeals to the Black diaspora with aspirational messaging that resonated.
Developed an integrated communications campaign that engaged audiences across multiple platforms.
Managed a coalition of Black education experts for thought leadership opportunities. Hosted several in-person community events, including town halls, a summit, and a rally; to drive reach, engagement, and interest.
Partnered with influencers and education advocates like Bakari Sellers and Doug E. Fresh to maximize awareness, generate media buzz, and grow the brand’s digital presence.
garnered from positive media placements with local broadcast and Black online media.
on social media with dynamic assets and messages of purpose, social good
900 COMMUNITY MEMBERS
engaged at 10+ community events within 90 days
engaged to build trust among audiences through partnerships with creditable influencers and NYC-based businesses