Fortune can be a graduate of Morehouse Faculty, which is a part of the Traditionally Black Schools and Universities (HBCU) community. “Having that connection helps to inspire a future generation of Gen Z that may potentially have those same aspirations, who [may] happen to be a Rising Future Maker,” Jamaal Stewart, AT&T’s lead supervisor of multicultural advertising and marketing sponsorships instructed ADWEEK, referencing one other AT&T program that helps HBCU college students.
Associated Video
Taking part in the lengthy recreation
Whereas chatting with ADWEEK on the Essence Fest screening, Fortune stated the time funding and follow-up alternatives for filmmakers stemming from Untold Tales stood out to him, a distinction to the transactional nature of another model sponsorships.
“When it comes to brands getting involved within our community and our cultural space, the first thing I look for is intent. What is the intention that you’re trying to serve our community? How are you trying to uplift the community? How long are you going to be here?” Fortune stated.
AT&T has continued fostering the connection with not solely Fortune but additionally earlier Untold Tales winners by welcoming them again to evaluate and converse on panels, one other approach to point out the model is with them for the lengthy haul. The 2022 successful movie, Smoking Tigers from So Younger Shelly Yo, went on to look at 21 festivals and gained six awards, together with three at Tribeca. With an ideal score on Rotten Tomatoes, Smoking Tigers will probably be launched on a streaming service later this yr.
Constructing relationships is a refreshing tactic as different manufacturers face scrutiny for transactional conduct. And AT&T is seeing a response from its shoppers. The Untold Tales program hit a record-breaking milestone this yr, receiving over 400 submissions. The 2023 Rising Future Makers Showcase noticed a 143% improve in submissions from 2022 and expanded into new HBCUs, together with Howard College, Spelman Faculty and Prairie View A&M College.
“If you can see it, you can believe it. Our Dream in Black platform [says] success can look like anything you can dream,” stated Jasmine Allen, AT&T’s lead advertising and marketing supervisor of communications on the multicultural sponsorship crew. “If more brands are coming on board, like us, to provide opportunities for those students to really make meaningful change based on where they’re looking to go within their careers, the future is going to look pretty bright.”
