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WPP Sustainability Survey 2013

Y&R NY | UNCF

Overview Client name and description:

• UNCF is the nation's largest and most effective minority education organization, playing a critical role in enabling more than 60,000 students each year to attend

college and get the education they need. Since its founding in 1944, UNCF has

raised more than $3.6 billion to help more than 400,000 students receive college

degrees.

Name of Project:

• Better Futures Campaign

Date: When was this project done?:

• Spring 2013

Why was this undertaken? What was the aim of the project?

• To inspire community-minded individuals to donate to UNCF, providing students with the quality education they deserve but lack the financial resources to secure

on their own.

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Challenge

What was the challenge?

• UNCF is a long-standing charitable organization known for helping underprivileged African American kids go to college. But today the barriers

to college are more than financial, and the educational reform space is

crowded. We needed to make UNCF’s cause more tangible and inspiring while not losing sight of the organization’s legacy; reinvigorating the UNCF brand and reigniting “A mind is a terrible thing to waste.”

What is the market context?

• Charitable giving has transformed in the past 5 years. Traditional not-for- profits are not only competing with other established organizations but with

hundreds of smaller charities (think Charity Water, Kiva) and even with

brands (think Tom’s.) These start-ups’ success lies in their simplicity, transparency and importantly, in their giving back to the giver.

Who were your targets?

• All people looking to contribute to a good and noble cause and willing to donate to the future of our students who lack only the resources to get the

education they deserve. ‹#›

Strategy

Objective:

• Inspire community-minded individuals to support UNCF’s mission of getting more African American kids to and through college.

Key Message:

Investing in education is the best return.

Call to Action:

• Help UNCF increase the number of African American college graduates by donating time and/or money.

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Insights

People see UNCF as important and trustworthy, but dated.

Most people have a positive opinion of UNCF and considerable appreciation for

its legacy of success, but it is lacking a sense of urgency and relevance in

today’s crowded education and charitable-giving spaces.

People are not aware of how big the achievement gap remains. Despite UNCF’s record of success through the years, today only 19% of adult African Americans

hold a college degree compared to nearly 33% of adult White Americans.

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Solution

Idea:

Create the “first-ever stock for social change” called Better Futures (BTFR) – a new kind of investment with a better kind of return. It’s mission is to help students who lack only the resources to get the education they deserve. It’s an opportunity for all of us to take an active stake in the very future of our students

and, in turn our country. To have a share in tomorrow and watch it grow.

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Creative Work

A MIND IS A TERRIBLE THING TO WASTE BUT A WONDERFUL THING TO INVEST IN.

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Creative Work

BETTER FUTURES

CASE STUDY

VIDEO

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OUTDOOR

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PRINT

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TELEVISION :60

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TELEVISION :30

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LANDING PAGE

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FACEBOOK PRESENCE

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DIGITAL

BANNERS

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RADIO

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RADIO V -

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Results

In just five months since the launch of the “Better Futures” campaign, over $35.6 million in charitable donations have been raised to give African American students the chance to obtain a higher education.