MTD Campaign

Unit 4 and MTD partner for "Brilliant, Bold, Beautiful" campaign
Posted on 02/12/2021
Brilliant, Bold, Beautiful ad on MTD bus

Unit 4 and CUMTD have partnered together as part of Unit 4's "Brilliant, Bold, Beautiful" campaign. 

The overall campaign is a counter-narrative to negative stereotypes and beliefs about girls of color. The campaign started in 2018, after several administrators pointed out data that indicated Black girls were overrepresented in discipline data and overall negative experiences.

Assistant Superintendent Angela Ward led the subgroup that created the Brilliant, Bold, Beautiful image for the ads. The
image includes two women in the background that represent a legacy of royalty, dignity, and pride. The main image features a girl carrying a book that reads, “Know Her Story,” promoting innocence, scholarship, and hope. The campaign highlights the importance of positive representation, that the girls who ride the bus to school should see someone who looks like them and feel proud.

"MTD is the second major community entity that has teamed up with Unit 4, making it possible for girls of color to see themselves in a positive light despite the many negative stereotypes and images that permeate media and our society," said Assistant Superintendent Ward. "MTD has joined our efforts to inspire change and promote a culture of hope, respect, and social justice."

The “Brilliant, Bold, Beautiful” ads will be featured on MTD buses for the next two months.

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