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The Obama Foundation

My Brother's Keeper

When President Obama launched the My Brother’s Keeper (MBK) initiative in 2014, his goal was to close opportunity gaps for young boys and men of color, and ensure that they all have the chance to reach their potential.  A few years in, MBK was unknown to most people, and needed a public facing campaign that would raise awareness of the systemic issues and barriers facing these young men and to support them.

 

In 2016, The White House engaged Matter to create MBK’s first public-facing campaign that launched at the MTV Movie Awards to an enthusiastic audience, and sparked an online conversation and support via #IamMBK. After President Obama left the White House, we were tasked with re-engaging the public with MBK Alliance as an Obama Foundation initiative.

 

Looking to the future of program, we kicked off with a research study designed to understand existing and potential new audiences. A key insight emerged: young Americans between 18 and 34 were extremely aware and very concerned about race relations, poverty and education but are unsure of how to join the conversation make a difference about these issues.

 

The new campaign launched on December 25th, 2017 featuring President Obama along with MBKA supporters Steph Curry and Chance the Rapper. It was a rallying cry to all young Americans to become allies of MBKA and fight the injustices our boys and young men of color face. In partnership with ESPN, we launched a spot “We are the Ones” and the accompanying “The Keepers’ Code” digital campaign, a guide created by boys and young men of color around the nation for allies to live by.

 

The work outperformed expectations across the board, and received glowing coverage from major publications including Washington Post, USA Today, People, Esquire, and AdWeek.

 

Answering the call to Join The Alliance, thousands of people signed up immediately and #TheKeepersCode and #IamMBK received over 50,000,000+ impressions across Twitter & Instagram.

The Keepers' Code