Spears Group leads a marketing and brand equity for I Am New Orleans, a community-led campaign supported by the W.K. Kellogg Foundation. The initiative was developed in partnership with more than 30 community organizations and focuses on inspiring conversation and action in creating a more equitable city for its children and families. I Am New Orleans provides a platform for residents, leaders and stakeholders to powerfully unite to advance racial equity across six key areas: maternal and child health, workforce, food, early childhood education, opportunities and challenges facing young men and boys of color, and generational change.
Not only did we create the I Am New Orleans brand, our work takes on conversation development, panelist outreach, event production, pre-event interviews and attendee communication. We’ve managed event registrations and created traditional and digital campaigns to promote registrations across paid, earned and owned tactics. Since 2019, the I Am New Orleans virtual and in-person events have generated over 3,500+ attendees all gathering together in support of generational change.
In 2023, Spears created the idea of expanding the I Am New Orleans brand by commissioning local artist Jade Meyers to create two murals evoking the mission, the people, and culture of the greater New Orleans area. The I Am New Orleans murals in Gentilly and the Lower 9th Ward capture and celebrate the community’s unique characteristics and diverse cultures through vibrant illustrations. The Spears team led the development of these murals, community listening sessions, and unveilings at both the Norman Mayer Library and the Andrew Pete Sanchez Multi-Service Center.