Usher’s New Look Taps MWW Group to Help Promote ‘Powered By Service’ Youth Empowerment Initiative

57972951MWW Group, one of the nation’s top ten public relations firms, today announced the addition of Usher’s New Look (UNL) to its client roster. Founded in 1999 by multi-platinum Grammy Winner Usher Raymond IV, UNL is a non-profit organization designed to increase youth-led community service. As agency of record for UNL, MWW worked alongside the organization to promote the launch of its “Powered By Service” youth empowerment initiative at the 2009 Clinton Global Initiative (CGI).

Leveraging CGI as a platform, MWW initiated a multi-tiered campaign to elevate the profile of UNL and its “Powered by Service” initiative among the mainstream media and within the non-profit and global health communities. Additionally, MWW will help raise awareness of Usher Raymond’s notable altruistic work and help expand his public identity from entertainer to humanitarian.“UNL has a ten year track record of implementing programs that enact lasting, positive change by empowering disadvantaged youth both at home and abroad. Our focus is to raise awareness of UNL and its program while creating a call to action that will drive additional support and funding,” said Cheryll O. Forsatz, senior vice president/director, New York consumer group of MWW Group.

MWW Group’s first assignment is to promote the launch of Powered By Service, a bold initiative to rebrand service and fundamentally change the role of youth in communities. Powered by Service is designed to motivate youth from disadvantaged backgrounds to take an active role in changing the most pressing problems facing their communities. Additionally, program participants are provided with grants and tools to help in their mission of becoming change agents.

“MWW is a natural partner for UNL, an agency that brings a well-established reputation in the global non-profit sector coupled with a deep understanding of the entertainment industry and media,” said Shaun H. Wilson, President, Usher’s New Look. “The firm has a proven record of working alongside non-profits to craft PR campaigns that move the needle and achieve real results. MWW’s counsel will be critical as UNL expands its impact to touch the lives of many more youth, both at home and across the globe.”

As part of the awareness campaign, MWW Group will promote and establish UNL’s partnerships with leading business and non-profit organizations including Millennium Equity I, United Nations Foundation, The Corporation for National and Community Service’s Learn and Serve America, EarthEcho International, HandsOn Network, City Year, Public Allies, ServiceNation, and numerous other organizations and individuals dedicated to UNL.

Pictured: Recording Artist Usher at the closing ceremony for Usher’s Camp New Look at the Alliance Theater at the Woodruff Arts Center on July 24, 2009 in Atlanta, Georgia. (Photo by Rick Diamond/Getty Images for Usher’s New Look)