Business Goal:Create a Black History Month campaign that predisposes Black car shoppers to buy Toyota and communicates the brand’s corporate values (sustainability and educational opportunity).​

Insight:Black Americans, most originating from the South, have a legacy of "Living Green" but prioritize local impact (helping my community) over global conservation (saving the whales).​

Advantage / Reason To Believe:Credibility on Green Living: Toyota’s hybrid expertiseCulturally Relevant Platform for Education: Toyota’s support ofHistorically Black Colleges and Universities (HBCUs)​

Solution: Shift the emphasis from the past to the present by partnering with HBCUs to show how Toyota’s corporate values of environmentalism and education can create economic and career opportunities for Black communities.

Results: ​Purchase Consideration for Toyota up +30% ​
Brand Opinion up +16%​​