In a global pandemic, Visa didn’t just talk support, it showed it.
Visa set out to invest in long-term economic opportunity while responding to the pandemic’s impact on Black communities.
Through the Black Scholars and Jobs Program, Visa introduced a new class of 75 college students, providing up to four years of scholarship support and career development. The program has supported a five-year, $10 million commitment to driving lasting change.
At the same time, as Black-owned small businesses were hit hardest, Visa partnered with NFL teams and players to encourage fans to shop local and support the communities around them.
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.
SOCIAL
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.
