How "The More You Know" Campaign Stays Relevant 35 Years Later

Leadership at NBCUniversal believes its "The More You Know" series of public service announcements (PSAs) lasted 35 years because it keeps pace with changing times, pays attention to important social issues, and adjusts to a communications environment that’s vastly different from when the series began.

“We attribute the longevity of 'The More You Know' (TMYK) to the recognizable and trusted faces who address timely issues and offer actionable tips people can use to improve their daily lives and the world we all live in together,” Marie Dilemani, senior director of marketing and communications for NBCUniversal, told TriplePundit in an email. “This ethos is something that transcends eras and fads.” 

The Peabody Award-winning series began in 1989 featuring personalities from various NBC shows. News anchor Tom Brokaw was the first to appear in the series, which succeeded another PSA campaign that ran from 1983 to 1989.

“We use TMYK as a messaging vehicle during consequential moments, and that’s what resonates,” Dilemani said. “If TMYK wasn’t the most well-known and impactful PSA campaign, I don’t think it would still be here at 35, let alone feature the people we’ve seen continue to enthusiastically participate.”

The series has featured a broad range of guests during its run, including celebrities, television hosts and United States presidents. Former Presidents George H. W. Bush and Barack Obama encouraged parents to be more involved in their children's education and former First Lady Michelle Obama worked to promote the prevention of childhood obesity. 

The latest campaign includes celebrities Cynthia Erivo and Ariana Grande, stars of the upcoming film, “Wicked.” The messages are strengthened by the roster of talent who participate in the campaign, Dilemani said. 

“Whenever we have the opportunity to collaborate with talent, we want them to speak on topics that are meaningful to them,” Dilemani said. “In the case of Ariana and Cynthia, we looked at the themes of ‘Wicked’ and recognized we could inspire our audiences to cultivate sisterhood with the women in their lives by checking in on them … ‘Wicked’ is already having such a strong hand in the cultural zeitgeist, and it’s not even out yet, so our social impact message will benefit from the buzz. And thanks to its acclaimed history, TMYK can do its own part to fuel that buzz. It’s a win-win.”

The core values of the campaign are uniform across all platforms, Dilemani said. But the company pays close attention to the video style and messages it focuses on for social media because it sees a significant opportunity to engage with younger viewers who may not be as familiar with the campaign there. 

“We address topics that are top of mind for them, like mental health and the importance of finding a mentor, and we do so in ways that feel organic to social media,” Dilemani said. “Instead of scripting talent, we ask them a question on a topic and invite them to answer in a genuine way by sharing personal anecdotes.”

Beyond adapting to social media, the advent of streaming services, like the company’s Peacock platform, presented another opportunity to evolve, she said. 

“When Peacock launched, we could publish longer pieces, and as a result, the conversation series was born,” Dilemani said. “Two or more talent sit down together and dive into more nuanced topics like mentorship, climate change and mental health. I love how the audience is invited to sit down with them to reflect.”

Changes in audience viewing habits are a particularly significant challenge, so the company leverages social media and its various platforms to reach viewers where they are, she said. 

“For example, we plan an Instagram collaboration post with brand accounts and secure promo time or in-show coverage adjacent to participating talent’s appearances on ‘The Kelly Clarkson Show’ or [‘The Today Show’],” Dilemani said. “The fact that our marketers and schedulers still find room for TMYK in this highly competitive marketplace is a testament to NBCUniversal’s commitment to do good and give back.”

As a media and entertainment company, NBCUniversal is in a unique position to shed light on social issues of primary concern to people of all backgrounds, she said. 

“We have a broad array of recognizable talent who love giving back and using their influence to help others,” Dilemani said. “TMYK is the perfect platform to bring this aspiration to life — covering topics from voting to caregiving to literacy, and giving viewers simple tools to make positive changes in these areas.”