”This campaign wasn't about doing something standard just to check that box. This was intentional design to solely elevate their voice so others can hear their story and heritage.

Thomas LytleASCD Creative Director

This campaign was one of the first in my Creative Director career. Still to this day my favorite because of the passion and collaboration behind the scenes. This was a cross team collaborative effort where everyone wanted to make it right. Every copy, interview questions, title, and design was meticulous crafted to make this campaign about black educators, not us or ASCD.

As Creative Director, I helped conceptualize and finalize the meaning of the campaign, and what it should achieve with my fellow Marketing Directors. I guided the look and feel which was executed by my Art Director, and guided overall brand, pace, and feeling with the video production company. I Led and managed the creative assets needed for the campaign.

Role: Creative Director
Key Results:

  • Elevate black educators voices and stories.
  • Inspire other minority educators

Look and Feel

We based our look and feel after the African America quilts from Gee’s Bend, Alabama. These quilts tell a strong story of heritage, culture, and art. These quilts use all types of colors, fabrics and textures. They are unique and extraordinary, and should not be defined in a color palette of red, green, and yellow. They inspired us and are at the center of our campaign, woven into every piece of email, social, website, and video.

Nellie Mae Abrams quilted work on Souls Grown Deep.

My Education Journey: Elevating Black Voices look and feel.

Elevating

We elevated 10 black educator voices where they were able to tell their own story through the means of a video documentary. It was their words, passion, and inspirations that spoke through the medium.

As each video was posted and shared through multi channel marketing. We had our audience journey end at a landing page. The landing page hosted all the video stories along with more information and resources on the topics that these black educators were passionate about. 

More importantly, ASCD would keep this page live beyond Black History Month 2021 so others may hear their story in years to come.

Video Collaboration with Social Grinder

ASCD Elevating Black Voices Website

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