Rebranding the United Negro College Fund

[ return to Our Work ]

MEE was hired by The Ad Council to conduct audience research in Chicago and Atlanta to message test a new PSA campaign on behalf of the United Negro College Fund. A series of focus groups and one-on-one interviews with a total of seventy-one (71) respondents from four distinct audiences (Non-African American Adults 35+, African American Adults 35+, African American Adults ages 18-29, and African American parents of children ages 12- 17) were conducted in order to obtain their unbiased feedback on each of the creative concepts provided by the Ad Council and its partner Y&R.

The findings from these focus groups and interviews were used by UNCF to shape and inform the final development of the creative concepts for the launching of their Better Futures: A Stock for Social Change campaign.