Breaking Cycles, Building Futures with URI
Humanity Communications Collective partnered with Urban Resource Institute (URI) to elevate its communications, build digital engagement, and expand visibility in a highly competitive nonprofit landscape. Acting as an extension of URI’s team, HCC provided strategy, storytelling, and execution across digital and media channels.
Developed and executed a multi-channel communications strategy rooted in justice and cultural competency.
Created and managed authentic storytelling frameworks that highlighted survivor voices and URI’s unique programs.
Cultivated high-touch relationships with top-tier and ethnic media outlets (e.g., Essence, Blavity, Ebony, NBCBLK.
Delivered trauma-informed storytelling, ensuring dignity and advocacy alignment.
- Narrative framework
- Ethnic Media
- Social Media Strategy
- Graphic Design
- Metrics and Analytics
URI sought to stand out in a crowded space dominated by larger national organizations with bigger audiences. The challenge was to elevate URI’s visibility and establish it as a thought leader while ensuring survivor-centered, justice-rooted narratives.
-
Key Challenges:
- Competing with larger organizations with significantly greater resources.
- Navigating declining newsroom capacity and compressed response windows.
- Building URI’s digital presence from modest reach into a recognized voice of authority.
HCC delivered a comprehensive and strategic approach to amplify URI’s voice, grow its audience, and foster community trust.
-
Strategic Actions:
- Authentic Storytelling: Designed the “Breaking Cycles, Building Futures” narrative framework centering survivor voices and systemic change.
- Campaign Execution: Ran high-impact campaigns such as DVAM 2024 (2.5K engagements, 20.8K impressions) and Financial Fridays (11K+ video views).
- Social Media Growth: Achieved explosive Instagram performance (+952% video views, 593% Reels growth) and industry-leading LinkedIn engagement (12.7% rate).
- Media Relations: Executed 7+ targeted campaigns, securing meaningful placements and building long-term journalist relationships.
- Thought Leadership: Positioned URI executives as credible leaders through LinkedIn.
593%
Growth in Instagram engagement
952%
Increase in video views
371%
Growth in impressions
Graphics
URI Celebration
Related Work
