My Brother’s Keeper (MBK), an Obama Administration-led effort focused on closing the opportunity gap for young boys and men of color, needed to transition over to the Obama Foundation. To build engagement and awareness, they needed to find a way to increase the support and volume of mentors and allies involved with MBK and their partners in the MBK Alliance (MBKA).
Matter Unlimited partnered with young men of color themselves to draft a guide for allies to live by as the underpinning of the MBKA platform. Using the voice of the community, we aimed to create a way for possible mentors to actively get involved with the organization to start to close the opportunity gap.
Impressions across Twitter and Instagram
In the first weeks of launching, over 6,000 people signed up as Allies on the website, and we saw significant spikes in traffic to MBKA’s partner organizations, like Mentoring.org. Additionally, #TheKeepersCode and #IamMBK received over 50,000,000+ impressions across Twitter and Instagram.
The My Brother’s Keeper Initiative was launched in 2014 by President Obama to close the opportunity gap for young men of color in America. We worked with the My Brother’s Keeper team, first at The White House and then at the Obama Foundation, to grow visibility for the platform and activate a broader public audience. In helping to build a coalition our efforts focused on encouraging allyship and creating action with partners like MTV and ESPN.