Content & Creative Strategy
General Motors
Scroll ↓
As part of Chevrolet's "Discover the Unexpected" campaign, I helped introduce electric vehicles to HBCU students, fostering diversity and a positive brand image.
For several years, I was part of Chevrolet's "Discover the Unexpected" campaign. This multi-year initiative (concluded in 2022) aimed to:
Introduce young minds to electric vehicles (EVs): We partnered with Historically Black Colleges and Universities (HBCUs) and the National Newspaper Publishers Association (NNPA). Through a fellowship program, students gained exposure to the automotive industry and EVs. They even received a Chevrolet Bolt EV to experience firsthand!
Champion diversity in talent: By focusing on HBCU students, we aimed to create a pipeline for diverse talent into both the automotive and media fields.
Build a strong brand image: Connecting with young consumers and future professionals positioned Chevrolet as a leader in the EV market and a company committed to social responsibility.
