UNCF Launches Historic PSA Campaign

Educating new audiences that ‘A mind is still a terrible thing to waste,”^® while lighting the way to better futures

UNCF today unveiled a new video public service announcement (PSA) campaign aimed at reinforcing its iconic message that “A mind is a terrible thing to waste.”^®  

“UNCF: Light the Way” is the first broadcast ad that UNCF has presented to the public in more than a decade. 

“We are extremely excited to release this new PSA demonstrating UNCF’s impact and commitment to making a higher education obtainable for all,” said Monique LeNoir, senior vice president of communications, UNCF. “With this incredible PSA, we are inspiring new generations to invest in their education and reminding them that UNCF provides resources to get to and through college. 

The 30-second video called “Light the Way,” plays on the iconic symbolism of the UNCF torch of leadership. The video highlights the passing of the torch to students, symbolizing how UNCF’s legacy continues to light the way, empowering the next generation to pursue their dreams and unlock new opportunities. The video is scheduled to debut during Black History Month. It will reach audiences on UNCF’s national social media channels, CCTV and other streaming services. 

The video, filmed on the campus of UNCF-member Morehouse College, was created by Carol H. Williams Advertising—the nation’s longest-running independent multicultural marketing firm—aims to raise awareness of UNCF’s mission to empower students and ensure they have access to higher education. The PSA will serve as a powerful reminder of the importance of education and the critical role UNCF plays in advancing opportunities for students seeking the freedoms that accompany a higher education. 

To contribute to UNCF’s mission, visit https://give.uncf.org/. 

We invite you to watch the PSA [here], view it on UNCF’s YouTube Channel, share it with your community and join us in making a lasting impact. 

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About UNCF

UNCF is the nation’s largest and most effective advocate and supporter of higher education for students from moderate to low-income communities. Since its founding in 1944, UNCF has raised more than $6 billion to support students’ access to higher education, provide scholarships, and strengthen historically Black colleges and universities (HBCUs). Each year, UNCF supports more than 50,000 students at more than 1,100 colleges and universities across the country including 37 UNCF-member HBCUs. Through its efforts, UNCF has helped countless students achieve their dreams of a college education and has played a vital role in fortifying the pipeline of leaders and professionals who contribute to the advancement of our society. Its logo features the UNCF torch of leadership in education and its widely recognized trademark is, ‟A mind is a terrible thing to waste.”^® Learn more at UNCF.org or for continuous updates and news, follow @UNCF on Instagram.