We designed and executed a seven-stop HBCU tour across the South and East Coast. It kicked off with an on-campus activation at the Atlanta University Center, featuring the iconic car from the film. From there it moved to exclusive advance screenings for Howard, NC A&T, Dillard and Xavier, FAMU, Texas Southern and Johnson C. Smith. Every stop was anchored by a community host, from Black Girls In Media to FAMU drum major Dupe Oloyede. Aleshea Harris joined students at Howard for a film school Q&A.

Fifth & Hardy led strategy, campus partnerships, RSVP and check-in, student ambassador programs, social content and on-the-ground video capture. We brought in Black-owned brand partners Topicals and Black Girl Vitamins, and Watch The Yard came on as media partner to amplify the tour nationwide.

The tour engaged more than 12,400 students, generated 6.2M+ social impressions and filled theaters to 97% capacity on average. For many students it was their very first premiere. We didn’t advertise IS GOD IS to HBCU students; we brought it to them.