Hurricane Katrina
Twenty Years Later, The Truth Still Matters.
Client
Nat GeoCapabilities
Content Creation Social Strategy Influencer Partnerships Paid MediaDescription
We partnered with National Geographic to honor the 20th anniversary of Hurricane Katrina and launch Hurricane Katrina: Race Against Time through creator partnerships.
Our campaign amplified the voices of survivors and educators, creating space for the difficult conversations this landmark series demanded.
Hurricane Katrina was a failure of systems, a reflection of inequality, and a tragedy that still echoes today. For twenty years, misconceptions shaped public understanding. Media narratives focused on looting instead of survival. Government talking points blamed victims instead of acknowledging systemic failures. Our campaign partnered with creators who could correct these false narratives, from survivors setting the record straight to educators helping younger audiences understand how misinformation spreads during crises.
Insight
This was disaster by design.
Idea
Tell one story through multiple perspectives.
The series shed light on Katrina through multiple vantage points. We mirrored that construct in our partnerships.
We partnered with historians, documentarians, New Orleans natives, and cultural commentators who brought different perspectives to the same devastating event. Some creators explained the government failures. Others shared family stories.
A few connected Katrina's lessons to today's climate challenges. The variety created a comprehensive narrative that felt organic to each creator's audience while building awareness for the series.
Impact
There was a bigger mission behind the metrics.
Hurricane Katrina: Race Against Time became one of National Geographic's biggest titles of the year, generating massive organic conversation across social. Our creator partners delivered average engagement rates that is nearly three times the platform averages, proving that human empathy, historical truths, and passionate storytelling connected with audiences.
Beyond the metrics, the campaign sparked essential dialogue about government accountability, systemic racism, cultural erosion, and the importance of protecting oral tradition.
Most importantly, we honored the memory of Hurricane Katrina's victims and heroes and ensuring that twenty years later and beyond, the truth will always matter.