Case Study
National Day of Racial Healing
W. K. Kellogg
Objective
Supporting racial healing to connect communities
Project Type
Stakeholder Convenings
Impact Area
Racial Justice
Client Type
Nonprofit
Client Need
The W.K. Kellogg Foundation is a leader in the Truth, Racial Healing & Transformation (TRHT) movement, which is a comprehensive, national and community-based process to plan for and bring about transformational and sustainable change, and to address the historic and contemporary effects of racism. A core part of the work is The National Day of Racial Healing during which stakeholders and those interested in learning more about racial healing convene to inspire collective action, creating a more just and equitable world.
Approach
Propper Daley was brought on in 2019 to spearhead the planning and execution of this event, inviting the country to engage in conversations and performances rooted in truth-telling and trust-building. PD’s leveraged our vast network of experts, leaders, influencers and non-profit practitioners to create a compelling in person event in 2020 at the Kennedy Center and a virtual event in 2021 featuring performers like Amanda Gorman, John Legend and the Detroit Youth Choir, celebrity activists like Yara Shahidi, Hassan Minaj, Camilla Cabello and Padma Lakshmi and field experts like Saru Jayaraman, Ta-nehisi Coates and Dr. Manuel Pastor. PD created the content for the day, overseeing panel development, production, editing, marketing, digital and website development.
Impact
Propper Daley helped the WWKF reach young adults (18-34), with the 2020 YouTube Premiere generating 630K views and 4.8M impressions, both growing the following from 2019. The event also resulted in high engagement with 520% more website page views than previously and over 4,000 mentions of #HowWeHeal with 720K engagements on social media posts across all platforms. Propper Daley also assisted in inspiring positive impact and takeaways from conversations in the race equity space. The event had participation from people in at least 48 states, with 99% of the conversations showing positive sentiment among the target audiences. Post the event over 13,000 resources were downloaded such as action Kits, conversation guides, and the business case for racial equity.
- 630K Youtube Views
- 4.8M Impressions
- 48 States Participation
- 99% Positive Conversations