Creating an innovative digital and social content platform, with the National Newspaper Publishers Association, to give HBCU journalism Fellows an opportunity to develop digital content for the black press and empower everyone to “Find New Roads.”
Chevrolet tasked CHWA with the launch of the all-new Chevrolet Blazer by leveraging Chevrolet’s partnership with the National Newspaper Publishers Association (NNPA) for increased brand digital, social media, and engagement with the AA (African American) market, ages 18–54.
Research showed that the NNPA relied heavily on print circulation despite the societal trend of print readership declining.
This AA market’s interest in cars inclined toward trendy luxury vehicles, like the Cadillac Escalade.
The AA audience had a generational split, as the older generations remained loyal to print, while the millennials and younger had all but transitioned to digital.
Create a 360-degree media campaign that would play to the NNPA and Chevrolet’s strengths while helping bridge the digital/social gap.
The Discover the Unexpected Journalism Fellowship
Students from Historically Black Colleges and Universities (HBCUs) would receive a Chevrolet-funded scholarship and stipend and go on a summer internship road trip, working with NNPA newspapers.