This campaign marks the 13th year of the Regions Riding Forward Scholarship Essay campaign. Through this campaign, Regions is celebrating diversity and promoting inclusion by empowering future leaders to further their education. For the past several years, applications have been steadily decreasing. We were given an opportunity to reframe the scholarship contest by expanding it to extend beyond Black History Month. While we have tied the contest to Black History Month historically, we revamped it to launch during BHM but expand it to other audiences, and further communicate Regions’ commitment to diversity, equity, inclusion and education.
Digital Creative
Objective Logic:
Regions has supported Black History Month with the Riding Forward Scholarship Contest for 13 years now and has given out over $1 million dollars in scholarships. Without this mission, Regions misses an opportunity to leverage one of their key communities that they support through this scholarship. A strategic imperative for 2024 DEI campaigns is a connective thread to Regions’ core values to demonstrate our ongoing commitment to DEI through an always-on approach. Region campaigns should educate, engage and inspire customers to act. These campaigns should shine a light on how they show up, authentically, for their customers and associates they are honoring. With this scholarship, it furthers their commitment to diversity, equity, inclusion, and education by changing the lives of young adults.
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Thoughts behind the creative:
While the origin of this campaign was focused on Black History Month, Regions wanted to open it up to celebrate even more diversity during the campaigns year long journey. We specifically targeted African Americans for Black History Month, Asian-Americans for Asian Pacific Heritage Month, Latin Hispanic & for Hispanic Heritage Month, and we also strategically chose women for representation for diversity and Women's history month.
This campaign is also targeted towards a younger audience due to there being a chance to gain money for a scholarship. Regions was aiming specifically for the Gen-Z audience, which is the reasoning being the imagery we selected and composed in Photoshop. To capture the target audience we came up with the concept of "Selfies" and incorporated that throughout all digital and print assets.
This campaign is also targeted towards a younger audience due to there being a chance to gain money for a scholarship. Regions was aiming specifically for the Gen-Z audience, which is the reasoning being the imagery we selected and composed in Photoshop. To capture the target audience we came up with the concept of "Selfies" and incorporated that throughout all digital and print assets.
Q1 ATM Rosie - 204x768
Q2 ATM Rosie - 204x768
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ROSIE ATM
Printed Creative
Print Ads
Q1 Print Ad - 8.5x11"
Q2 Print Ad - 8.5x11"
Q3 Print Ad - 8.5x11"
Q4 Print Ad - 8.5x11"
Branch Flyers
Q1 Branch Flyer - 8.5x11"
Q2 Branch Flyer - 8.5x11"
Q3 Branch Flyer - 8.5x11"
Q4 Branch Flyer - 8.5x11"
All print and digital assets in collaboration with a team of strategists, project managers, account managers, a copywriter, and creative directors – Allison Corbin & Markus Beige from Luckie & Co.