African American 490 Challenge
Overview: Following an initial 3-year campaign by Wayne County Prosecutor Kym Worthy to process thousands of untested rape test kits, McConnell Communications donated its service beginning in 2015 to the AA490 Challenge to raise funds to process the remaining 1,341 kits. In addition to helping to come up with the campaign name, slogan, and messaging, McConnell Communications secured local, state, and national press; helped with the design of collateral materials; created a social media campaign; secured speaking engagements; and devised events and themes to grow participation.
Outcome: The campaign raised more than $675,000 to complete testing of the unprocessed kits, earned the AA490 Challenge team recognition by the Michigan Chronicle as newsmaker of the year, and secured an honor of Fierce Black Feminist for the company’s principal.