BET - HBweCU HBCU INITIATIVE
Illuminating the Brilliance of HBCUs
Strategy & Ideation | Event Production | Digital & Social Media Strategy | Creative Design
Timeline: 2023 - 2024
The Challenge
BET wanted to amplify the national narrative around the importance and value of HBCUs while driving real business results - viewership, BET+ subscriber growth, talent pipeline development, and brand affinity. The initiative needed to engage students, alumni, and institutional leadership across multiple campuses.
What We Did
Created the multi-year "HBweCU" initiative to engage, enrich, and elevate the power of HBCUs
Produced 5-7 campus activations celebrating Black excellence, rooted in entertainment and the 50th Anniversary of Hip Hop
Designed experiential spaces that reflected BET's brand while honoring HBCU culture
Developed digital strategy and content partnerships with HBCUs to reach students, alumni, and leadership
Integrated the Reclaim Your Vote social impact program into activations
Partnered with campuses including Howard University, Alabama A&M, Hampton, Jackson State, and Prairie View A&M
Black JOY is on full display at HBCU Homecomings, where attendees feel seen, safe, and celebrated.
The Results
Multi-campus activation tour across 5+ HBCUs
Increased brand love and BET affinity among HBCU communities
Showcased BET's investment in HBCUs through programming, internships, and strategic partnerships
Integrated social impact (Reclaim Your Vote) into entertainment activations
Let's Celebrate What Matters to Your Audience.
BET didn't just show up at homecoming. They invested in the culture. If you're ready to meet your audience where they already are - with purpose and authenticity - let's talk.