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Special Project

Special Project
From the 16th Annual Shorty Awards

2023 Chevrolet Discover the Unexpected Fellowship

Entered in Brand Awareness Campaign


Chevrolet Discover the Unexpected – the brand has a longstanding partnership with the National Newspaper Publishers Association (NNPA).  The partnership has evolved to include Historically Black Colleges and Universities (HBCU).  The goal is to provide HBCU students majoring in communications, marketing, and journalism majors experience, knowledge, and support to excel in their field. Now in its 7th year, this year’s class will mark over $750,000 awarded. This program allows HBCU students to “find new roads” with Chevrolet as Marketing Interns and the National Newspapers Publishers Association as content creators/journalists.


Our Main Objectives Are to:


Drive awareness of DTU and Chevrolet’s commitment to the Black community

Increase Chevrolet brand affinity (i.e. “Brand for Me”)

Increase consideration of the Chevrolet brand among African American new car buyers

Generate authentic conversation about DTU in social media


Strategy and Execution

Create a multi-tiered social media ecosystem that drives brand affinity, by amplifying the authentic experiences and personal stories of our Fellows in a way that resonates with their friends, family, followers and community.


Creative Approach

CHWA created an Ecosystem to amplify messaging.






Paid Media Approach 

The paid media amplification plan supports awareness of the program and engagement with DTU content through paid social (video), print and live read assets.  Traditionally, DTU print has focused on announcing the new class of DTU fellows. Radio/live reads should encourage consumers to follow the Fellows’ journey at Paid social will amplify Fellows and other content from Bootcamp, NNPA Convention, MLB Swingman Classic, and the News Show Recap


Earned Media Approach








Video for 2023 Chevrolet Discover the Unexpected Fellowship

Entrant Company / Organization Name

Carol H Williams Advertising, Chevrolet


Entry Credits