Multicultural Online/Interactive Campaign Mosaic Award Winner
Chevrolet wanted to nurture and build grassroots connections with the African American community. Working in partnership with the NNPA to develop the Discover the Unexpected program, we knew we needed to find a common place in an area of importance to our shared target of African Americans aged 40–60. We homed in on supporting the education of HBCU students and their pursuit of careers in the field of journalism.
The journalism fellowship selected six HBCU students and presented them with the opportunity to take a road trip to work at two NNPA publications in two different cities (Atlanta, GA; Norfolk, VA; New York, NY; and Washington, DC) and individually earn a $10,000 scholarship and $5,000 stipend. Each student fellow was assigned to a three-person team with access to a new 2018 Chevrolet Equinox for eight weeks to go find their stories, capturing content with their vehicle along the way. Fellows shared their daily adventures over social media, published their stories through the NNPA network and had highlights from their fellowship and event activations filmed and distributed digitally as content pieces.
Website: Established for people to learn more about the program and for students to apply for the fellowship. The site also served as a hub for content created by the fellows and of their journey including professionally filmed footage of their interviews and articles that they published while working at an NNPA publication.
Social Media: Instagram Stories ads from Chevrolet ran to drive viewership of produced videos of the fellows at Bootcamp/Grand Prix and the fellows’ experiences interviewing celebrities Bubba Wallace (NASCAR) and Andrew McCutchen (Major League Baseball).
Facebook and Instagram: Video link and video carousel ads from Chevrolet ran, celebrating the culmination of the road trip in the Equinox at the Finish Line event and the accomplishments of the students at the Closing Ceremony.
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