How do you create a celebration of Dr. King that is fresh, and memorable? How do you bring diverse communities together in common cause? How do you challenge people to engage with Dr. King's ideals, and the lessons contained in his writing?

Our answer was to create a public art movement using the words of Dr. King himself, plus student artists and the backdrop of “The City of Brotherly Love” – Philadelphia.

Comcast commissioned fiberglass busts of Dr. King. Then, taking inspiration from his words, groups of young artists celebrated Dr. King’s legacy by painting each one with their own unique artistry. The busts were later displayed in high-traffic areas throughout Philadelphia, including Comcast headquarters, City Hall, and the Philadelphia Museum of Art. Messaging drove viewers to VoicesoftheCivilRightsMovement.com to watch making of videos for the art, and to see inspirational testimonials from those who fought for justice alongside Dr. King.?

In celebration of Dr. King’s birthday, and the Martin Luther King holiday in the US - the busts were unveiled at an event featuring, Philadelphia officials, Comcast executives, community leaders, students, and teachers. Content from the unveiling was featured in media outreach for inclusion in MLK holiday coverage.

After the unveiling, the busts were displayed in high-traffic locations and prime cultural venues. Installations included City Hall, Comcast Headquarters, the Philadelphia Museum of Art, and the Kimmel Center for the Performing Arts.

Local influencers, athletes, and others helped spread the word. The sculptures were featured prominently in broadcast TV including the National Basketball Association, and the Super Bowl Championship Parade of the City’s beloved Philadelphia Eagles.

With April 4th marking the 50th anniversary of Dr. King's assassination, Visions of King has been extended with an exhibit at the African American Museum in Philadelphia through April, before permanent installation throughout the City.

The response to Visions of King was phenomenal. The campaign generated over 11.9 million total impressions. PR achieved over 2.8 million impressions through earned media, and garnered positive press coverage both locally and nationally in TV, radio, print and digital media. Additionally, our social media efforts placed Visions of King within the conversation surrounding the celebration of the MLK holiday. We achieved 6.2 million impressions via social media and an astonishing 100% positive sentiment. We also drove visitors to the VoicesoftheCivilRightsMovement.com website and generated a 312% increase in traffic.

People experienced our amazing sculptures in person, on social media and through national and local media. Comcast's decision to extend the recognition of Dr. King with a permanent installation will guarantee that Visions of King lives on as a testament to Dr. King’s legacy and a reminder of the company's commitment to the community. Given our success and impact, we are evaluating the potential to expand Visions of King to multiple markets in 2019.