Objective:

Brand NEA with multicultural communities. Generate support for NEA policies and opposition to voucher and privatization initiatives.

Solution:

Created campaign to introduce NEA to multicultural communities and align NEA’s mission and policies with the values and priorities of these audiences. Targeted Hispanic, African American, Asian American (Chinese, Korean, Vietnamese, Filipino) and Native American populations.

Results:

Post-campaign survey results indicated a 30% increase in brand awareness and a 29% increase in positive opinions of the NEA within the targeted markets.