Diversity, Equity and Inclusion

HBCU Interns Drive Chevrolet Marketing to Fresh Perspective

A nearly decade-old fellowship program gives students and alumni mentors a voice in General Motors branding while broadening the automaker's

Chevrolet Discover The Unexpected interns take a selfie with a smartphone — Chevrolet's DTU fellows taught the brand a lesson in perspective during the marketing and journalism program's seventh year.General Motors

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If a company internship imparts some wisdom to the students it employs, that’s typically good enough. If those interns teach a company about itself, turn weaknesses into strengths and create a better future for everyone involved, that’s the ideal outcome.

Seven years ago, General Motors paired its Chevrolet brand with the National Newspaper Publishers Association (NNPA) to launch “Discover the Unexpected,” a 10-week internship and scholarship program that allows HBCU students to try marketing with Chevrolet and community-based journalism with the NNPA.

Jason Notte

Jason is an Adweek staff writer covering the business of marketing.

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