A Wave of Hope

OBJECTIVE: In the wake of the worst natural disaster in United States history, Hurricane Katrina decimated the Gulf Coast, included seven historically black colleges and universities (HBCUs) supported by the United Negro College Fund (UNCF). Among the ravaged higher education institutions were its most significant disasters, Xavier University of New Orleans and Dillard University.

OVERVIEW: This nation loves a comeback story, which means the UNCF needed to call upon its network to tell that story across the country to help rebuild seven colleges and support the stalwart for higher education among underrepresented communities, particularly BIPOC regions. As part of Burson-Marsteller, Media Director and Writer Shawn Paul Wood helped spark national change among UNCF’s network—Ad Council, Young & Rubicam Brands (the creator of UNCF’s historic slogan “A mind is a terrible thing to waste”), and the Bush-Clinton Katrina Fund. The teams united under the capital development banner “Wave of Hope.”

OUTPUT: Amid countless efforts for fundraising, the Wave of Hope campaign found an audience among personal donors and earned $3.5 million. Additionally, through personal networking, Wood gained the attention of the BCKF, wrote a PSA for Presidents Bush (41) and Clinton, and connected a grant for $15 million. Lastly, the efforts were pitched to Louisiana native, Ellen DeGeneres, who decided to do a live broadcast from Xavier University and raised another $2.5 million.

The changes led the charge for the UNCF to change its logo to become known by its acronym solely and the face of its primary fundraiser, “An Evening of Stars.” Originally known as “Lou Rawls’ Parade of Stars,” for three consecutive years, Wood ran the publicity, backstage events, and Red Carpet ceremony for the tributes dedicated to Stevie Wonder, Aretha Franklin, and Smokey Robinson, respectively.