BLACK HISTORY MONTH

STRATEGY, BRAND ENGAGEMENT, DIVERSITY & INCLUSION

PURPOSE

To leverage Black History Month Cast Member engagement activities happening across Walt Disney World Resort as Walt Disney World Resort’s commitment to workplace diversity and inclusion to key audiences—including Cast Members, local media and the community—while driving reputation-based coverage highlighting the unique ways we connect our employees to their heritage and culture. 

REASON

We celebrate our diverse Cast Members each and every day at Walt Disney World Resort, but it’s especially important to honor their roots, heritage and culture during special observances such as Black History Month—an annual celebration of achievements recognizing the central role blacks/African Americans have had on our country’s history.

PROCESS

I assisted in content capture at Cast Member activations and created content to be distributed across platforms such as the WDW Ambassador Instagram, WDW Cast & Community Facebook, HUB (internal Cast site) and Eyes & Ears (internal Cast magazine). 

RESULTS

My team supported People Uniting to Lead, Serve & Excel—known as “PULSE”—one of eight Business Employee Resource Groups (BERGs) dedicated to providing development and learning opportunities focused on black/African American culture and heritage, while educating peers on the importance of a diverse environment, in securing more than 50 attendees at their Black History Month Career Panel. Black History Month content reached more than 2.6 million Cast Members and Guests.