Regions

Branding · Traditional · Collateral

In 2012, Regions Bank wanted to run an ad campaign in celebration of Black History Month. However, we felt that Regions’ Black History Month observance could be much more than just a campaign.

Regions Black History Month

Challenge

Instead of simply creating ads, o2 wanted to do something with real significance — something lasting and tangible enough to express Regions’ commitment to diversity, inclusion and financial education.

Insight

Most companies ran ad campaigns during Black History Month, but few of them encouraged interaction with the brand or left behind something positive to benefit the community.

Solution

The team at o2 recognized that to celebrate Black History Month in a creative and meaningful way, we needed to build a bridge, connecting influential figures in black history with current students who have the potential to change the future. The bridge we built was the Regions Riding Forward Scholarship Essay Contest, which invites high school and college students to submit essays about an African-American who has had an impact on their life, for the chance of winning a college scholarship.

Results

  • $501,000 awarded to 121 students since contest inception
  • 154% increase in completed entries 2014-2015
  • 207% increase in started entries 2014-2015
  • 120 students receiving college financial aid with Regions’ (and o2’s) help
Regions Black History Month
Regions Black History Month

See more of our work.