Bank of America: 1 Billion Dollar Initiative for Racial Equality and Economic Mobility

Bank of America, a financial services brand, launched an initiative to advance racial equality in the US by creating a new anchor page on its website that showed site visitors what projects were happening in their local area.

Campaign details

Brand: Bank of AmericaAgency: Foundry 360

Strategy

Objective

The coronavirus has exacerbated deep racial inequalities in the United States and abroad and, combined with the tragic killings of Ahmaud Arbery, Breonna Taylor, and George Floyd this year, the need for social progress has never been greater. In June 2020, Bank of America announced that it would commit $1 billion over four years to advance racial equality and economic opportunity in the U.S. and beyond. Our task was to bring this historic effort to the attention of the general public and highlight the ways Bank of...

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