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The medical profession has long struggled with a representation gap that leaves countless minority students without the mentors, role models, and pathways they need to envision themselves in white coats. The Tour for Diversity in Medicine, in partnership with the Aetna Foundation, turned to BRG to help close that gap: a communications campaign that would raise the profile of the organization’s work and put real tools and inspiration directly into the hands of the students who needed them most.

How We Did It

• Took the story from campus to campus. Built a communications strategy designed to travel and meet students where they were
• Led with real voices. T4D mentors, physicians, dentists, and medical, dental, and pharmacy students became the campaign’s most powerful spokespeople
• Reached beyond the tour stops. A media relations campaign carried the message to national and regional audiences

The Impact

The tour’s impact rippled far beyond the campuses it visited. More than 2,150 students across 17 colleges, universities, and high schools, including five historically Black colleges and universities, took part in full-day, interactive workshops led directly by tour mentors, turning abstract career advice into hands-on experience. That momentum was matched in the press: every piece of national and in-market coverage mentioned the organization by name, and more than two-thirds included direct quotes from organizers or spokespeople, telling the mission in its own voice rather than paraphrased. Placements landed across the Associated Press, HuffPost, The Root, NPR, The Washington Post, and the Chronicle of Philanthropy, putting the tour, and the broader call for greater diversity in medicine, in front of exactly the audiences who needed to hear it.