TARGET | NMAAHC OPENING CEREMONY

The opportunity: a profound moment

As a champion of diversity and inclusion, Target became a founding sponsor of the Smithsonian’s prolific National Museum of African American History and Culture project. To honor the profound moment in history with a message, Target debuted a message at the opening ceremony attended by thousands across the country, including a number of former living presidents. I got to write that message.

The idea: shared history

Simply honor the museum as an opportunity to intersect stories past/present/future.

Results

Netted an 80% increase in YoY impressions, $1 million in earned media

Role

copywriter