Building trust to create a movement: how Blur acknowledged the suspicions of minority parents to encourage them to engage and collaborate with NEA educators.
Given the demographic shifts with in public schools, the NEA realized the need to strengthen its relationship specifically with African American, Hispanic American, Asian American, and Native American parents.
The NEA asked Blur to provide a baseline understanding of what awareness and attitudes toward the institution were among the target audience. The findings suggested a common feeling of suspicion among minority parents. From there, Blur conceived creative to overcome suspicion, and align the priorities of the target audience and the institution.