fu
//FLAMIN HOT UNIVERSITY
Flamin’ HOT
fu
//FLAMIN HOT UNIVERSITY
Flamin’ HOT
//FLAMIN’ HOT UNIVERSITY — FU
In the US, the student loan crisis is intensifying, especially at historically Black colleges and universities (HBCUs), where graduates typically face 19% more debt compared to their peers from non-HBCU institutions.
We created Flamin’ Hot University, or FU for short. A fake university to raise real HBCU scholarship dollars and help students say 'FU to student loan debt'. Led by the 'Flamin’ Hot Queen' Megan Thee Stallion, an HBCU alum herself, our project had a simple and yet effective mechanic: 100% of the proceeds from every purchase of Flamin’ Hot University merchandise were directed to a scholarship fund at Texas Southern University, Megan’s alma mater.
Click below to watch the case study.
Click below to watch the commercial.
We created the university website where students can take classes and purchase the merch.
The renowned designer Melody Ehsani created an extensive collection of Flamin’ Hot University swag.
100% of proceeds of the merch go to a TSU scholarship fund, helping students say “FU to student loan debt”.
//RESULTS
The project achieved widespread media coverage, generating 4.2 billion total impressions across 607 media placements. The coverage was overwhelmingly positive, with 100% positive or neutral sentiment and 94% of coverage featuring Flamin’ Hot as the lead brand.
The most significant accomplishment, however, was the establishment of a scholarship fund. This fund has already assisted HBCU students, significantly reducing Black students’ student-loan debt, empowering them and fueling a world where potential knows no debt.