The Challenege
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).
What Matters
Economic Equity
Services
Anthem Films
Website Design
Social Activation
Photography
The Solution
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.
6K
Ally Sign Ups
50M+
Impressions across Twitter and Instagram
Overview
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.
My Brothers Keeper
MTV VMA Awards :60 Spot
In 2016, The White House engaged Matter Unlimited to create MBK’s first public-facing campaign launched at the MTV VMA Awards, sparking an online conversation and support via #IamMBK.
We Are The Ones
Later in early 2018, in partnership with ESPN, we issued an invitation launching the ‘We Are The Ones’ campaign. It became a rallying cry to all young… Americans to become Allies of MBK. An anthemic film premiered on ESPN featuring President Obama, Steph Curry and Chance the Rapper.
