Truist, a new bank from the merger of SunTrust and BB&T, launched during one of the most challenging times our country has faced - the height of the COVID-19 pandemic and in the midst of the largest civil rights movement in history. As a purpose-driven organization, the only way to introduce ourselves was through tangible action.

We partnered with United Way and Amanda Gorman to provide an inspiring message of hope when the country needed it most, and give people in a position to give a way to help those in need.

Our goal was to drive support, primarily through donations to the United Way, whose boots-on-the-ground infrastructure could bring help directly to people in need. If we were successful, we believed we would also introduce Truist Financial by demonstrating our dedication to our communities.

The project started with two organizations and a shared purpose - to help the communities around them. The magic happened once we spotted a (at the time) relatively unknown young poet, Amanda Gorman, on “CBS This Morning.” We knew that the first person to be named National Youth Poet Laureate was uniquely qualified to deliver this message of solidarity to the country. Her words were the heart of our idea - a rallying cry we all needed at this pivotal time.

We’d hear these words against a backdrop of the country. By seeing people of all walks of life united in this message we could show how, despite our differences, and even in the most challenging of times, we are stronger united.

Our strategy was simple, to get our shared message, beautifully delivered by Amanda, to as many people as possible. We started with Amanda’s poem “Miracle of Morning” and collaboratively adapted it to be a message that represented not only her brilliant words, but also the missions of United Way and Truist Financial. In addition to airing her poem on national television we bolstered our message with an influencer campaign across social media, on digital video platforms, and with earned media opportunities on the ground at United Way and Truist locations.

We launched during the Macy’s Fourth of July Fireworks - with Amanda reading a poem on the program directly after the spot aired.

Digital and social were deployed to reinforce the beautiful message. Sharing our video with an even wider audience, and using a strong influencer strategy to provide additional reinforcement. We used our Behind the Scenes video, and an interview with influencer Rashad Jennings to allow the leaders of Truist and United Way to further explain why this campaign was so meaningful and important to them.

Because United Way and Truist are both organizations that keep their hearts at the community level, it was also key to have communities at the core of our media plan. For earned media, the team tapped into local branches of the United Way, and sought out local news sources to share our message.

Working with Amanda was successful - driving donations & engagement for United Way, while also building Truist as a brand. We were able to make an impact when it was most needed.

Despite not yet having gained the widespread popularity among a mainstream audience that she would achieve more than six months later at President Biden’s inauguration, Amanda’s words delivered a powerful and reassuring message of unity that helped bring the country together.

Our reach, engagement, and impact blew our targets out of the water setting records for both United Way and Truist and more importantly getting help to Americans in need.