EVERYONE DESERVES A SHOT
Historically, large investment firms have been perceived as institutions of the past who are consumed by bettering the portfolios of the few vs. the lives of many. Morgan Stanley is setting out to change that perception.
Morgan Stanley believes the more inclusive the world is, the better it is for all of us. This precept fueled the strategy “Everyone Deserves a Shot,” with the sport of tennis as the perfect analog. Decades ago, tennis looked a lot like finance does today. But in 2022, the sport is more inclusive than ever – and the fan base is, too.
To help share this message, Morgan Stanley teamed up with Leylah Fernandez, a tennis athlete who perfectly embodies this idea. Leylah represents the next generation of female leaders by being relatable, a multicultural Gen Z-er who has faced barriers – both mental and financial. In partnership with Morgan Stanley, Leylah Fernandez is committed to giving kids like her a shot.
The “See It to Be It” video launched in alignment with the U.S. Open on social channels, internal channels, and in Times Square in NYC. To further demonstrate Morgan Stanley’s commitment to providing opportunities, tennis rackets were dropped in underserved NYC neighborhoods to arm new players with the tools needed to play the game, posting hints on socials encouraging followers to claim their shot.
The campaign has generated mass awareness and has sparked conversation about how Morgan Stanley is providing access and opportunity for the next generation. By promoting “See It to Be It” across multiple channels, Morgan Stanley was able share their message during a historic tournament year.