Mandela: The official exhibition
THE HENRY FORD
CASE STUDY
Mandela: The Official Exhibition takes guests on a personal journey through the life of Nelson Mandela, showcasing previously unseen film, photos and over 150 historical artifacts and personal effects. Nearly 50,000 people attended the exhibition at The Henry Ford from Oct. 21-Jan. 15, making it a standout success.
Moment Strategies partnered with The Henry Ford to build awareness and drive engagement through media relations, digital campaigns and community outreach. Our efforts led to over 350 media mentions and a 40 million+ audience reach, significantly amplifying the exhibition's profile across Detroit and beyond.
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We focused on uplifting local stories and voices, such as Bishop Edgar Vann and Rev. Wendell Anthony, who shared their personal experiences from Mandela’s 1990 Detroit visit. Through strategic earned media campaigns, we coordinated coverage with outlets like CBS Detroit, FOX2, The Detroit Free Press and WXYZ-TV -also creating an impactful social media campaign that highlighted the significance of Mandela’s life and his connection to the Detroit community. Our community engagement efforts secured partnerships with 33 local organizations, enhancing the exhibition's reach through designated Youth and Senior Days and special events, such as the Chief Mandela discussion.
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As a result of our comprehensive strategy, Mandela: The Official Exhibition not only saw significant attendance but also deepened its impact by fostering connections between The Henry Ford, the community and Nelson Mandela’s enduring legacy.