National Education Association
Engaging Multicultural Parents
We branded the NEA with multicultural communities, encouraging minority parental involvement to help close educational attainment gaps as well as to generate support for NEA policies and opposition to voucher and privatization initiatives. Our “This Is Why We Are” campaign aligned the NEA’s mission and policies with the values and priorities of Hispanic, African American, Asian American (Chinese, Korean, Vietnamese, Filipino) and Native American populations. Post-campaign survey results indicated a 30% increase in brand awareness and a 29% increase in positive opinions of the NEA within targeted communities.