2020 was a turning point, as we were faced with a convergence of health and social crises, heightened by a nationwide racial reckoning. The demand for a more equitable society continues to be at the forefront of cultural conversations to this day, with Americans calling for investment into diversity, equity, and inclusion.
We sought to create a collaborative way for brands to equitably engage with and invest in the Black community across the country, by developing a program that drove equity and impact through intentional storytelling.
More Than That with Gia Peppers is our radio show and TV series with a 100% Black-owned supply chain. The radio series is produced by OneX, Urban One’s content studio, and is distributed across 106 Black-owned radio stations. We have launched three successful seasons from 2021 - 2023 and have run a total of 32 episodes.
Building on the success of the radio show, More Than That with Gia Peppers is expanding to video with a four-part limited broadcast series. Conceived by dentsu and produced by G|FACTOR FILMS—a Black-owned production company—the series will air weekly on Tuesdays at 8pm ET live on Revolt, premiering September 19th.
A majority of the creative team for the radio and TV series is made up of BIPOC individuals and +80% of per episode investment goes directly to Black-owned partners. The radio and TV series combined resulted in $14MM invested into Black-owned partners. More Than That elevates conversations impacting Black America, explores a wide range of topics that inspire and engage diverse communities and ultimately develops solutions towards a better future.
This radio series has seen resounding success, detailed below:
- Across S1-S3 + S1 of TV, $14MM invested into Black-owned partners
- Sponsored messages outperformed 95% of radio norms
- Over 1Billion impressions delivered
- 33 point lift in brand consideration
- 46 point lift in brand respects my community and culture and stands up for DE&I
- Won Adweek's Best DE&I Podcast in 2022