Structural barriers in the U.S. have deepened racial inequities, illustrated by the racial wealth gap, where Black families hold only 1/10th of the wealth of White families. From 2019 to 2021, the disparity between White and Hispanic households grew from $168,800 to $201,700. In response, JPMorganChase launched comprehensive racial equity initiatives and re-evaluated their partnerships to ensure alignment with voices that resonated with diverse audiences.
In 2019, Chase partnered with Kevin Hart, an A-list figure who embodies the firm’s mission of fostering holistic well-being—both physically and financially. Hart’s unique blend of humor and humility encourages honest dialogues, empowering people to achieve their goals.
This collaboration gave rise to "Hart of It All," a platform co-created by Kevin Hart and JPMorganChase. The initiative is designed to dismantle systemic barriers and inspire candid conversations about financial freedom. By sharing personal experiences from Hart, along with those of his family, friends, community leaders, and everyday people, the series provides knowledge and a trusted voice to help Black and brown communities adopt better financial habits, ultimately paving the way for financial stability. In 2023, the Hart of It all docu-series made its debut.
JPMorgan Chase’s partnership with Kevin Hart exemplifies how aligned efforts can drive meaningful change and elevate brand sentiment, positioning Chase as a trusted voice in the community. As the strategic and experiential agency, Think True crafted the "Hart of It All" campaign road map, brand design, and managed all experiential touchpoints.
The concept of talent-driven creative is a rising trend in brand partnerships, and it was crucial to ensure that the partnership was both mutually beneficial and authentic. Kevin Hart’s expectation was to connect with Black and brown communities in his own voice, from his perspective, and based on his lived experiences. This alignment allowed JPMorganChase to build trust and credibility with the audience.
"Hart of It All" is a groundbreaking docuseries that debuted on Peacock in November of 2023. The 4-part docu-style episodes follow Kevin Hart as he sparks candid conversations about his financial journey. Through these conversations, Hart also engages with historians and industry experts to discuss and advance economic inclusion in communities of color. This highly praised project is the result of multiple strategic steps and intentional efforts, making it a unique and necessary social good campaign – that began with Think True curating moments to help facilitate these conversations.
To bring this vision to life, Think True focused on meeting people where they are—both physically and emotionally. Recognizing the inherent discomfort and taboo surrounding financial conversations, the team prioritized creating safe, comfortable spaces for these discussions. Over the course of eight months, we organized a series of events, including panel discussions, neighborhood pop-ups, and intimate gatherings with entrepreneurs, students, community leaders, and the Hart Family. These events facilitated real, unfiltered conversations about generational wealth, entrepreneurship, credit, and giving back.
What began as live, invite-only events for local audiences evolved into something much larger. The topics were not only relevant but also deeply resonant, making the content ideal for a broader audience.
With the consent of all participants, these stories have now reached viewers worldwide. Production partner Lighthouse Films expertly wove together these conversations between Kevin Hart and communities in Philadelphia, Los Angeles, New York, and Washington, D.C., creating a cohesive and impactful series. "Hart of It All" is more than just a docuseries; it’s a powerful reminder of the importance of financial education and the impact of community-driven change. By highlighting real-life stories and experiences, the series continues to inspire and guide individuals on their financial journeys through social extensions and featured screenings.
An Online Quantitative Survey measuring the impact of JPMorganChase's partnership with NBCU’s Peacock, using a Control/Exposed methodology over six weeks, revealed significant results. The campaign successfully drove action intent, with 1 in 2 viewers planning to take action after exposure. It also achieved notable increases in key performance indicators (KPIs), particularly among Black and Brown audiences.
The campaign resulted in a +38% lift in unaided brand awareness among Black and Brown viewers and a +48% increase in agreement that JPMorganChase aligns with their cultural identity, particularly among the 18-34 age group. Additionally, 29% of respondents found the "Hart of It All" campaign elements more memorable than financial industry norms.
The campaign also led to strong intent to engage with JPMorganChase, with 83% of viewers likely to visit a Chase bank, 84% likely to seek more information on Chase’s website, and 91% likely to recommend the series to a friend.
Overall, Black and Brown individuals had the highest perception of JPMorganChase, with 7 in 10 respondents agreeing that JPMorganChase is a leader in its category. The "Hart of It All" content was well-received, effectively breaking through on awareness metrics, inspiring action, and outperforming Peacock norms in brand and message memorability, as well as engagement rates.
