|| The Ad Council
MEE has always valued our relationship with the United Negro College Fund (UNCF). In addition to sponsoring MEE’s Inner City Truth survey, UNCF hired MEE to conduct national qualitative, focus group research with parents and guardians of youth
(ages 5 – 18) to understand their attitudes towards the public education system, their willingness to embrace the education reform movement, and the extent to which they grasp the key decisions necessary to navigate their children to and through college.
The findings from the research were used to inform UNCF’s decision-making as it considered expanding its mission to include engaging and empowering parents and communities to demand improvements to their school systems, in an effort to improve the pipeline of students to excel to and through college.
MEE was also hired by UNCF (through the Ad Council) to conduct audience research to message test a new PSA campaign promoting UNCF. MEE conducted a series of focus groups and one-on-one interviews with adults in Chicago and Atlanta in order to obtain their unbiased feedback on each of the creative concepts provided by the Ad Council and its partner Y&R. The findings from the focus groups and interviews were used by UNCF to shape and inform the final development of the Better Futures campaign