NBCUniversal recently launched the Creative Impact Lab, a new initiative that will focus on strengthening social purpose on nonprofit storytelling and providing opportunities for apprentices from diverse backgrounds to hone their production skills. “It is critical for nonprofits to visually illustrate their impact through personal, human stories,” said Hilary Smith, Executive Vice President, Corporate Social Responsibility. “Powerful marketing can help drive recruitment and serve as a fundraising tool. By giving diverse students unique assignments to create these assets under NBCU employees’ mentorship, the Creative Impact Lab is providing value on multiple levels.”
As part of this effort, NBCUniversal has entered partnerships with various creative nonprofit organizations across the U.S, which operate as agencies and are comprised of student apprentices from under-resourced communities. The groups of creatives include Spy Hop, Youth Design Center, RE:IMAGINE, PhillyCAM, Reel Works, Youth FX, Wide Angle Youth Media, and Free Sprit Media.
Each of the creative nonprofits will receive a grant from NBCUniversal to produce short marketing videos and PSAs for select NBCUniversal and Comcast nonprofit partners, including Minds Matter Southern California, L.A. Works, America On Tech, Cradles to Crayons, Cxmmunity, StartOut, and Per Scholas Philadelphia. These marketing assets will receive exposure on the platforms of Comcast NBCUniversal through advertising inventory and the companies’ digital and streaming platforms. “Our success largely depends on our ability to communicate our impact. The Creative Impact Lab has given us the gift of storytelling, with high-quality content and promotion that will help us foster more access and equity in the tech sector,” said Jessica Santana, Co-Founder and Chief Executive Officer, America On Tech.
The Creative Impact Lab forms part of NBCUniversal’s corporate social responsibility brand Comcast NBCUnites. Through volunteerism, storytelling, and empowering the next generation of content creators from diverse backgrounds, Comcast NBCUnites supports NBCUniversal’s commitment to equity and access in society, in our industry, and within our own company. Comcast NBCUnites partners with over 45 nonprofits, and has engaged over 30,000 employees in volunteer opportunities and worked with over 18,000 students from under-resourced communities to date.
The Lab will also provide valuable training and mentoring to the creative nonprofits, thanks to a cohort of NBCUniversal volunteers who will serve on the company’s newly formed “Creative Council.” “The Creative Impact Lab has given our apprentices a truly meaningful assignment – to work under the guidance of NBCUniversal experts and have the opportunity to tell compelling stories about nonprofit organizations that are making a positive difference,” said John Williams, Co-Founder and Executive Director, Reel Works. “The entire experience is mutually beneficial, and we are grateful to be a part of this initiative.”
It is critical for nonprofits to visually illustrate their impact through personal, human stories. Powerful marketing can help drive recruitment and serve as a fundraising tool. By giving diverse students unique assignments to create these assets under NBCU employees’ mentorship, the Creative Impact Lab is providing value on multiple levels.” Hilary Smith Executive Vice President, Corporate Social Responsibility