Our team took a deep dive into data revealing that, unlike the General Market, where going back to school was about getting a promotion, for Black Americans going back to school was about changing their lives as well as the lives of their loved ones. So, we partnered with University of Phoenix to create The Road to Success scholarship, a full-tuition scholarship program for those chasing dreams bigger than themselves.
To help generate awareness of the scholarship and drive enrollment consideration, we developed a cross-platform campaign which included 'Written With Pride', a docu-short featuring University of Phoenix alumni getting the chance to reflect on the impact they've made on the lives of others.
