Bringing the Magic of ‘Wicked’ to Life: NBCUniversal’s Social Impact Initiatives Inspire Kindness, Accessibility, and Mentorship

NBCUniversal is embracing the themes of Wicked — sisterhood, kindness, mentorship, and accessibility — through a unique series of social impact initiatives for the highly anticipated release of Wicked Part 1 on November 22.

Spreading Sisterhood with “The More You Know” PSA

Cynthia Erivo (Elphaba) and Ariana Grande (Glinda) join NBCUniversal’s award-winning campaign, The More You Know, in a heartfelt PSA emphasizing sisterhood. They remind viewers of the importance of checking in on the women in their lives, a message brought to life by scenes from Wicked, where their characters empower one another despite their differences. The PSA is airing on Comcast and NBCUniversal platforms since November 6, as a call to action for everyone to show up for the women they love.

Championing Accessibility with the Challenged Athletes Foundation

The Wicked story reminds us that “everyone deserves the chance to fly.” Partnering with the Challenged Athletes Foundation (CAF), an organization that helps enable people with physical disabilities to live action lifestyles, NBCUniversal has created a PSA that reflects this powerful theme. The spot features actress Marissa Bode as Nessarose, a role close to Bode’s heart as she herself uses a wheelchair. Through a blend of Wicked scenes and stories of CAF beneficiaries, this PSA shares the inspiring journeys of those who reach for their dreams, showing the world that strength and passion know no limits. 

Mentorship and Magic with Big Brothers Big Sisters of America

In a partnership with Big Brothers Big Sisters of America (BBBSA), NBCUniversal aims to foster life-changing relationships for young people. In honor of Wicked’s themes of mentorship and personal growth, BBBSA launched the Wicked Kindness Challenge on November 13, World Kindness Day, inviting “Littles” to complete a digital kindness curriculum inspired by Wicked. After completing the challenge, they were encouraged to share their experiences on social media, with exciting Wicked prizes awaiting some lucky participants.

Adding an unforgettable experience, a Big Brothers Big Sisters of Greater Los Angeles “Little” named Jamie attended the Wicked press junket on November 8. NBC News National Correspondent Jacob Soboroff mentored Jamie, an aspiring journalist, as her "Big For a Day," taking her along to see what the making of the movie looked like behind the scenes. Jamie then took the spotlight, interviewing Wicked cast members Cynthia Erivo, Ariana Grande, Ethan Slater, Marissa Bode, Jonathan Bailey, and director Jon M. Chu. Jamie’s remarkable opportunity reflects NBCUniversal’s commitment to mentorship, as she learns directly from professionals in her dream field.

Soboroff has a long history with BBBS – his father is in their Hall Of Fame after serving as a Big for 50+ years, and Jacob ran the New York City Marathon on November 3 in support of the organization.  

Check out Jamie's interviews with the cast of Wicked here:

Crafting with Kindness: Employee Volunteer Activation

Rounding off these initiatives, NBCUniversal employees joined Only Make Believe to bring joy and creativity to children with medical conditions and developmental challenges. 47 employees crafted Wicked-themed costumes, including hats, tutus, and crowns, which will be used during interactive Only Make Believe performances. The costumes will then be gifted to the children so they can continue using their imaginations long after the performances end. Margaret Taylor, a Business Analyst from NBCU’s Ad Sales Strategy team shared her excitement about stepping away from her daily work to make a meaningful impact: “my favorite part of today was getting to be creative and thinking about all the kids who will feel so special now that they have these costumes, and the impact that NBC and our content can have on everyone”.

Through these initiatives, NBCUniversal’s Corporate Social Responsibility team not only celebrates the premiere of Wicked, but also uses the film’s meaningful messages to raise awareness around important social issues the fabric of community, including kindness, mentorship, inclusion and accessibility.