MUSE Silver

United States

2022

RMC Area 313

Entrant Company

Rocket Central

Category

Video

Client's Name

Rocket Central

Sub-Category

Nonprofit

The COVID-19 pandemic shined a light on several unaddressed and underlying issues in Detroit – internet accessibility being one of the most severe. Too many Detroit residents are caught in a “digital divide,” excluding them from opportunities for education, employment and belonging afforded to those with the ability to get online. In 2020, the Rocket Mortgage Classic PGA TOUR® event and title sponsor Rocket Mortgage® made the strategic decision to address this inequity by launching its multiyear “Changing the Course” initiative. Changing the Course was created to raise awareness of the digital divide and support transformational efforts to ensure all residents of the community received access to the digital resources they deserve. The first year of the Changing the Course initiative proved monumental by providing the necessary funding to launch Connect 313, a city-wide, data-driven digital inclusion strategy. Managed by the United Way of Southeastern Michigan, Connect 313 coordinates investments into Detroit-based nonprofits to increase access to technology, internet and digital literacy resources. The Rocket Mortgage Classic again allocated funding to support Connect 313 in 2021, for a total contribution of nearly $3 million to Connect 313 across 2 years. A key fundraising element of the Changing the Course initiative is the Area 313 Challenge. With this challenge, PGA TOUR® players will compete to make an eagle, ace, birdie (3-1-3) on holes 14, 15 and 16 on each of the 4 days of tournament play. The first golfer to achieve this feat will win $313,000 in their name to support our “Changing the Course” initiative. Additionally, anytime a player hits a “3” or “1” or “3,” on the respective holes, Rocket Mortgage will make a direct donation to the cause. Over the last 2 years, the Area 313 Challenge has raised $785,000 in support of bridging Detroit’s digital divide. This commercial highlighting the initiative struck the perfect balance between highlighting the importance of the initiative and the excitement of watching the most charitable three holes in golf.

Credits

Sebastian Rzepa
Quentin Brehler
Allie Zang
Jason Patterson
Ryan Dandin
Blair Barnett
Amanda Kent
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