Target needed to rejuvenate its diversity campaign, which launches every year during Black History Month (February) and was sputtering. It needed to cease promoting top-down, politically correct diversity policy in favour of emotional messaging that inspires both team members and guests.

The takeaway for team members — and a recruitment tool for management — is that Target is the best company to work for. Externally, it hoped to solidify its reputation as a great company. Ideally, store guests will more closely identify with the Target brand for the long term.

Each of the partners we video-taped elected to focus on the triumphs in their life journey rather than the difficulties. In this TV spot, we captured chef Marcus Samuelsson in a moment of self-disclosure, making an impassioned case for striving until that one opportunity arises, and then seizing it. Images provided by an internationally renowned illustrator come alive, encircling Samuelsson and accentuating his words. In 15 seconds, we visualise the unlimited human potential that can be realised when one person dares to dream.The partners’ videos were the foundation, and inspiration, for the team member videos that followed.

Target is now able to mesh its workplace and marketplace initiatives so that its diversity efforts are a habitual part of everyday business. Just one example: An African-American woman can now visit a store in her community and find black hair care products without feeling like she’s in a 'black' Target.

The company’s partners have been assisting in its community outreach programs: Malaak Compton-Rock helped rebuild a school library in Brooklyn; Marc Morial and the Urban League are helping to educate African-American middle school boys; and Marcus Samuelsson is involved in opening a Target store in Harlem.