M&T Bank aimed to authentically connect with their multicultural audiences during high-profile celebrations such as Black History Month, Pride Month, Hispanic Heritage Month, AAPI Heritage Month, and Native American Heritage Month. Previous attempts to engage these communities had backfired, with some messaging perceived as disingenuous or offensive.

The challenge was to create a comprehensive strategic guidebook that would help the banks communicate effectively, respectfully, and genuinely with these diverse groups, ensuring that all communications resonate positively.