The Challenge: Prepaid debit card company RushCard wanted to publicize their community-building initiatives to build brand loyalty, connect to their customers and the communities they serve, and reinforce the mission of the brand and the values of co-founder Russell Simmons.
Our Strategy: Founder Russell Simmons became extremely concerned about youth gang violence plaguing many neighborhoods in urban areas where his RushCard customers live. At his urging, TASC identified anti-violence initiatives in major urban markets where the company had a strong customer base. Important markets included major cities like New York City, Chicago, Los Angeles, Cincinnati (where the company is headquartered) and Baltimore. TASC helped develop strategic partnerships with these organizations, sponsoring programs that included mural painting, a basketball tournament between police and local youth, hundreds of high school students pledging for peace, and an initiative at Rikers Island Youth Detention Center. We leveraged Simmons’ reputation and participation in activities to connect with customers in each location. Simmons also personally delivered water to residents of Flint, MI during the 2016 crisis.
Results: TASC’s worked generated over 500 news hits in national and regional media outlets including the Los Angeles Times, TheNew York Times, Cincinnati Enquirer, CNN, New York Daily News, FOX Business Network, BET, Yahoo! News, and the Associated Press, which amounted to more than 161 million media impressions.