Mission Everyone
x UNCF
Committed to youth and in honor of Black History Month, we're partnering with UNCF to fund scholarships for HBCU students. Funds from this campaign will provide scholarships through the Mission Everyone Brighter Futures Scholarship, supporting UNCF's mission to advance education and development for minority students. UNCF, the nation's largest minority education organization, supports students' education and development through scholarships and programs while strengthening its 37 member colleges and universities.
Background
Objective
This year during Black History Month, our priority messaging will be centered around honoring & celebrating Black Owned Brands & creators and our Cause Partnership with UNCF. Lead with Black History Month verbiage but fold-in "Black History, Black Brilliance" within sub-copy. Customers can join us through in-store round up and an online donation campaign from January 15th - February 28th. Since our partnership began in 2021, nearly $2M donated to UNCF benefitting over 281 HBCU students through academic and emergency aid scholarships to support their degree completion.
Product type
Landing page, shopping experience, category page, image and video gallery, digital & display ads & etc.
Platform
Responsive E-Commerce Website desktop & mobile
Partner
United Negro College Fund - UNCF
Founded April 25, 1944
When
Jan 29 - March 1, 2023
Black History Month
On a mission to create a brighter future with bold representation for all. We call it Mission Every One. We'll direct $5 billion of our spend through 2025 to our people, partners, products and programs to create a more equitable and sustainable future. The history of progress shows that when people feel confident to own their story and pursue their dreams, they change the narrative for all.
Ideation
Highlight
Highlight non-profit partners who work on social justice, education, professional development & more for the Black community.
Wireframes
How can we Highlight Black-Owned Brands + Owners?
How do we incorporate editorial video into product pool ?
How do we integrate product pool for black own brands with different catergories?
How can we streamline FAQ with answers but doesn’t take forever to read?
52% of U40 say their shopping decisions influenced by brand's charitable causes.
Key Points
Campaign Overview
Overarching Messaging & Details:
Highlight Black-Owned Brand Owners
ONYX CRG Highlight corp responds
Highlight non-profit partners who work on social justice, education, professional development & more for the Black community.
Brands
Fashion Fair, Coco Michele, Harlem Candle, Buttah, SPGBK Watches, Nude Barre, OMA The Label, Ben Oni, Soap Distillery, Puzzle Huddle & more.
