Fueling Generational Progress
Blueprints to Black Wealth
To help close the racial wealth gap and expand access to financial tools, We partnered with Prudential to launch Blueprints to Black Wealth—a platform and business shift rooted in equity. Together, we developed a culturally grounded marketing campaign to deliver financial education, redesign product delivery with insight, and amplify Prudential’s long-standing investment in Black economic progress.
THE CHALLENGE
Despite growing spending power, Black Americans remain underrepresented and underserved by traditional financial institutions. Nearly half face a life insurance need-gap, many are unsure where to start, and misconceptions about cost and eligibility persist. While making up 14% of the U.S. population, Black consumers account for only 8% of Prudential’s customer base.
THE SOLUTION
Rooted in cultural, customer, and company truths —and guided by Prudential’s legacy—we transformed complex financial topics into relatable, empowering content. We partnered with Essence and The Root on edutainment articles and editorial features, produced print and animated ads including OOH units, developed a branded Spades card deck co-designed with the community, launched the Building Black Wealth docu-series, provided 10+ financial tools, and released an 80+ page Event Guideline toolkit.
KEY TAKEAWAYS
- Launched paid media with Essence and The Root to drive financial literacy
- Produced a docu-series on Black wealth with key cultural thought leaders
- Designed a branded Spades deck merging culture and financial empowerment
- Defined financial tools and sales docs to support FPs and engage consumers
