Description
In the face of increasing global economic concerns, it's important to ensure that all Americans have access to a great education to guarantee long-term American competitiveness and prosperity. As part of the Viacom-wide Get Schooled initiative, BET Next Level is a comprehensive and sustained media campaign to inform and empower among African-American youth, and increase access and opportunities for postsecendary education. The campaign also encourages young people to see education as an opportunity for advancement in their careers and in their lives.
Focusing on the ideals of forward movement, advancement and success, BET Next Level targets African-American men and women ages 13-25 through public service announcements, long-term documentary and entertainment programming, on-the-ground community events around the country (BET Adopt a School) and free online information resources. This includes a comprehensive website, which features resource tools, scholarship search functionality, financial aid planning, alternative career options and planning tools to map out a clear path to postsecondary education opportunities.
Results
To date, results show that BET Next Level has engaged employees at all levels of the company in BET Adopted Schools across the country, increased traffic to the campaign's website and brought the issue of education to the forefront of the BET target audience.