The ask. Reinforce U.S. Bank’s commitment to the Black community during Black History Month.

The thinking. There’s a spirit of self-drive and resilience that lives at the core of the Black community and propels it forward, even in the face of ever-challenging circumstances.

But in the context of banking, this fiercely independent mentality leads to more Black households being unbanked or underbanked, which in turn leads to financial vulnerability. To prove our commitment to the community, we needed to celebrate its self-driven spirit, but also point it toward the benefits of financial partnership.

The strategy. Remind the community that legacies built are just as important as legacies honored.