Northwestern Mutual | HBCU Hometown Connection Scholarship

Task:

Milwaukee was losing its Black talent pipeline. Northwestern Mutual created a scholarship solution, but national media dismissed it as “just another local story.”

Solution:

We flipped the script by elevating Black journalists and HBCU voices. Through strategic storytelling and immersive experiences, we transformed a “local initiative” into a national blueprint for community investment.

Outcomes:

• Generated 500M+ earned media impressions
• Secured coverage across Black-owned media, HBCU outlets, and local publications
• Positioned Northwestern Mutual as a leader in addressing the wealth gap
• Established the program as the gold standard for community scholarship strategy