My internship was with Growth Initiative, 100 Roses from Concrete, a nonprofit organization. We had the opportunity to collaborate with HBCUs Outside, our client, during this internship. We aimed to produce a 30-second PSA to encourage HBCU students to sign up for the program.
Team HBCUs Outside
I worked as the producer on my team.
HBCUs Outside Mission:
More Black faces on trails, in climbing mountains, and at boardroom tables in the outdoor industry are what we want to see. We support HBCU students and alumni in experiencing the outdoors and developing into the leaders our planet and the outdoor industry need—people who are diverse, equitable, and inclusive.
Image by Freepik
The Problem
The problem is that many students at HBCUs do not consider themselves to be "outdoorsy." They are consequently unaware of the HBCU outdoor community. The Solution was to motivate HBCU students and graduates to become part of the HBCUs Outside community, emphasizing the opportunity for them to learn about their culture via the outside industry. Increasing engagement on social media channels with HBCU alumni and students is another.
The Strategy
Our strategy is to increase awareness in HBCU communities and emphasize the value of being outdoors. The campaign idea was "Find us outside", this was to encourage HBCU students to join the Black outdoor community to explore the benefits of being outside.
This PSA uses Facetime calls on the main character’s phone. These calls will show off the various communities at HBCUs Outside - emphasizing that there's a space for everyone outdoors.
Image by Freepik
The Story Board for the PSA
(Click to view)
I helped the copywriters, art directors, and other members of my team with storyboards and presentation slides. We had to get ready for production after this was finished and approved. Along with planning the production and casting the PSA, I also had to work closely with my team to determine the roles that each member would play. As the director, I collaborated closely with the other members of my team to execute the planned PSA idea.
The Production planning slides
(Click to view)
This contained the details of each person's role, the crew and the cast, the storyboard, the places and times, the actor's individual screenplay, and a guide for the actors who were filming on their phones.
The final PSA
BEHIND THE SCENES
