HBCUs Outside
HBCUs Outside is an initiative dedicated to connecting students and alumni from Historically Black Colleges and Universities (HBCUs) with nature and outdoor activities. Its mission is to increase the presence of Black individuals in outdoor spaces, which are often lacking in diversity. The organization seeks to bridge the gap between Black students and the outdoors, encouraging outdoor recreation at HBCUs and advocating for outdoor companies to invest in Black institutions of higher education.
Problem: Many HBCU Students do not see themselves as “outdoorsy.” As a result, they aren't aware of the HBCU outdoor community.
Insight: We understand HBCUs Outside…
Aims to connect and engage more with their target audience (HBCU Students, Alumni, supports).
Seeks to increase and improve social media engagement with their target audience.
Dedicate themselves to creating spaces where like-minded people can feel seen and supported.
Task: Encourage HBCU Students and alumni to join the HBCUs Outside community, emphasizing how they can discover their culture through the outdoor industry. Additionally, increasing engagement with HBCU Students and alumni on social media platforms.
Result: HBCUs Outside was given a creative strategy campaign that included mock PSAs for social media, and a 30 second national PSA that aired on local and cable broadcasts. From September to December, HBCUs Outside received a total donated value of $515,482, with an average of $1,200 from national cable weekly and $90,939 from local broadcast weekly.
Role: Copywriter
nationally aired psa
social media #1
social media #2