During a global pandemic, Visa wanted to show that they put their money where their mouth is and encourage other to do so as well.
Visa announces a new generation into its Black Scholars and Jobs Program, awarding 75 incoming first-year college students with scholarship assistance for up to four years and ongoing learning opportunities. Since its August 2021 launch, the Visa Black Scholars and Jobs Program has supported 126 students as part of the company’s five-year $10 million investment to drive lasting positive change.
Also during this time, Black-owned small businesses were hit particularly hard by the pandemic. To help, Visa teamed up with a number of NFL stars and teams to encourage fans to shop local and help keep their community thriving.
Full page ads congratulating the next generation of Visa’s Black scholars program appeared in USA Today, Washington Post, Wall Street Journal and New York Times.
We asked NFL running back Saquon Barkley to showcase one of his favorite local restaurants, Stone’s Jerk Chicken in New Jersey. This was nationally televised leading up to the Super Bowl LIV.
The campaign — produced on the backdrop of a global pandemic — was supported by an athlete-led social media blitz that ultimately reached 10+ million people across all channels.
