01 OVERVIEW
Martin Luther King III needs no introduction. He, his wife Arndrea and their daughter Yolanda, are renowned for their commitment to justice, equity and peace. So, when Mr. King called to say he and his family wanted to do more to fulfill his father’s vision of transforming America through service and would we partner with them to bring it to life, we said yes—with honor, gratitude and a deep sense of responsibility.
We worked with Martin Luther King III and his family to unlock and define a powerful purpose to be the initiative’s north star. We named it, then created an audacious idea to put it into action: 100 million hours of service by the 100th anniversary of Dr. King’s birthday. We then built a long-term strategic plan of activations and events to drive participation with communities, educators, youth, corporations, employees and families.We then put in motion the tactics to build the movement, including a five-year commitment with the NFL.
02 WHAT WE DID
+ Purpose definition and articulation
+ Naming
+ Brand platform
+ Brand identity
+ Website and social media
+ Anchor activation: 100 million hours of service by the 100th anniversary of Dr. King’s birthday
+ 5-year strategic plan to build the movement
+ Activation and events ideation and planning
+ Secured key national sponsorships
+ Secured partnership with points of light foundation to offer volunteer opportunities with 50K+ NGOs
+ MLK day ideas guide for educators, students and sponsors
+ Launch activation in collaboration with NFL inspire change on the wild card game on MLK day, including broadcast PSAs, PR and social media
