All key creative was subtly adjusted according to the channel employed to maximize the effectiveness of our messaging. The overarching creative strategy was to appeal to African-American consumers through an emotional connection with the creative. A crucial element was to show many images of many different individuals in the creative to effectively convey the notion that the African American community is not monolithic.

Communication channels included:•Experiential Grassroots Outreach:oAfrican American churchesoHBCU (Historically Black Colleges & Universities) Campus TouroBIA Campus iReporter contestoViral/online outreach•On-Air:oSpots aired on cable networks including BET, TV One, GMC.•Print:oNewspaper ads, magazine ads, posters, billboards.•Radio:oPromos and appearances by Black In America host Soledad O’Brien on various relevant talk shows•Online:oWeb banners, video trailers, online radio PR kit, etc, placed on targeted sites

•African-American viewing was up 900% versus the Larry King Live/Anderson Cooper360 YTD average, while the White audience was down 3%.•78% of 25-54 viewers were African-American over the two-night broadcast •Part One ranks as among CNN's most watched documentaries ever: 2.1 million total viewers and 966K adults 25-54.•Part Two was up 180% among 25-54 viewers versus CNN's YTD time period average and up 97% among total viewers delivering 2.6 million total viewers•The show ranked as the #1 cable news telecast of the day among adults 25-54