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Special Project

Special Project
From the 2nd Annual Shorty Social Good Awards

PwC and Rapper Dee-1 Team Up to Teach Financial Literacy

Entered in Education, Financial Services


PwC's PR and Social Media Team wanted to create a game-changing campaign based on what could be perceived as a dry and crowded subject matter - financial literacy. We accepted the challenge to boost awareness of an already-existing firmwide corporate responsibility commitment called Earn Your Future. Our leaders and staff had been teaching financial literacy in classrooms all over the United States, but we wanted to do more to capture the attention of young people - especially those in underserved communities. We were committed to raising awareness of the issues related to financial literacy and student loan debt. Without this financial foundation, we know the kids who could be tomorrow's leaders will bear the burden of crushing debt that will change the course of the careers and even, collectively, impact the health of our nation's economy. Key campaign goals are outlined as follows:

  1. Highlight PwC's leadership in the area of financial education
  2. Position PwC as an employer of choice and thought leader on key issues, including: student debt, financial literacy, workforce preparedness, diversity and equal opportunity for minorities, women and girls, immigrants and veterans
  3. Teach students how to make smart financial decisions when planning for the future
  4. Position PwC differently in the minds of our people, our recruits and the media

Strategy and Execution

In order to achieve our campaign goals, we enlisted Dee-1, a rapper and former 7th grade math teacher, who shared our passion for preparing kids for their financial future. You can imagine the challenge of approaching our leadership and telling them that our 150 year old accounting firm was going to hire a rapper! We took the risk and it paid off. Dee is dynamic, savvy, and impactful on social media. Dee-1 partnered with PwC as a social media influencer to produce content for Instagram, Facebook and Snapchat highlighting the importance of financial education. This included but was not limited to:


Total Articles: 40
Total Pick Ups: 13

Nearly 400 million media impressions

Total Hits: 6

Complete Analysis
Total Impressions: 366,507,068

Total Placements: 46

Total Pick Ups: 13


Video for PwC and Rapper Dee-1 Team Up to Teach Financial Literacy

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