My Brother’s Keeper at the White House

A challenge that was as humbling as it was impactful.

In the final year of President Obama’s tenure, I was presented with a challenge that was as humbling as it was exhilarating: bringing the My Brother’s Keeper initiative to life. This wasn’t just about crafting a message; it was about igniting a movement. The task at hand was to conduct comprehensive national research, identifying the pulse of diverse audiences – from middle America to underprivileged youth, and their parents and guardians. The core message of empowering black and brown teen boys needed to resonate across different demographics, each requiring a unique approach in communication and platform strategy.

Understanding that one size doesn’t fit all, especially in a campaign of this magnitude, the strategy was multi-faceted. We segmented the audiences, tailoring the messaging for each group while maintaining a cohesive narrative. For middle America, the approach was to create an empathetic connection, highlighting the initiative’s national significance.

For the youth and their guardians, the message was one of hope and empowerment, delivered through the platforms they engage with. And for the MBK chapters, it was about providing them with tools and narratives to amplify their local efforts. The culmination of this work wasn’t just a campaign or a commercial; it was a nationwide conversation that echoed the initiative’s core values and President Obama’s vision for a more inclusive future.