NBCUniversal’s award-winning PSA campaign, The More You Know, has brought timely issues to the forefront of Americans’ attention for over 30 years. As communities grapple with the pandemic’s lasting effects, issues like mental health and food insecurity are more pressing than ever. The latest campaign, which includes PSAs, social videos, and a conversation-style piece, aims to elevate approachable and actionable ways that viewers can make a positive difference in their lives and communities on topics including media literacy, supporting veterans, food insecurity, the value of mentorship, the power of physical activity, and the importance of reading. By tapping into the influence of NBCUniversal’s talent to speak on these critical issues, we invite change and inspire meaningful action. Talent participating in the 2023 campaign include Jenna Bush Hager, Lester Holt, Stephanie Ruhle, Ariana Madix, Zuri Hall, and others.
Strategically, it was important that this iconic campaign in its current form continues to represent the important social issues of the moment and offers valuable resources and tips that are accessible for our audience. To understand consumer sentiment, we launched a survey to illuminate what our audience would like to see from The More You Know campaign content.
Viewers indicated a desire for The More You Know to delve deeper into social issues that offer additional information and context. Our new conversation-style pieces personalize the topics and respond to viewers’ preferences. Additionally, to bring a broader perspective to the campaign, for the first time The More You Know partnered with an NBCUniversal nonprofit partner for a conversational piece. Maya Nussbaum, Founder and Executive Director of Girls Write Now, and TODAY Show’s Jenna Bush Hager discussed the power of reading. The women shared tips on how they make reading a habit for themselves and their families. Nussbaum emphasized the importance of reading books from a diverse array of authors across gender, ethnicity and age.
In 2023, we also expanded our social strategy and created fresh video content year-long featuring familiar NBCUniversal talent to keep these critical conversations top of mind for consumers.
The campaign reaches consumers wherever they are with content accessible on mobile devices, social media, linear TV, streaming platforms (Peacock) and in New York City taxicabs.
In the past year, The More You Know content has garnered 89M impressions with a media value of $2M across Comcast NBCUniversal platforms. Additionally, The More You Know social content has received increased engagement as it has been amplified by participating NBCUniversal talent and their associated brands. In a highly competitive marketplace, where media inventory is tight and needed for internal promotion and commercial advertisements, we are proud that NBCUniversal continues to prioritize carving out inventory for important pro-social messages. Lastly, Maya Nussbaum from Girls Write Now shared that “Jenna’s passion for reading, along with her emphasis on providing a platform for diverse storytellers, through ‘Read With Jenna’, aligns directly with our mission. I hope our conversation will inspire audiences to make reading and selecting books from a diverse range of authors a priority.”
