The Most Searched celebrates culture-defining moments in American history — through the lens of the black history-makers who shaped it — and reminds us all that black history IS American history. The creative spark happened in 2019 around Martin Luther King Jr. Day with a hunch: could Dr. King’s iconic “I Have a Dream” be the most searched speech of all time? To answer this, our data scientists combed 15+ years of data, between January 1, 2004 (when U.S. Google Search Data first became available) and July 1, 2019. Sure enough, “I Have a Dream” was the most searched. This insight inspired us to dig deeper: what other Black American achievements were searched most in the same timeframe? Our integrated campaign celebrates these individuals and their impact, from the most searched talk show host, to the most searched gymnast, to the most searched Pulitzer Prize winner. In addition to a film campaign and out-of-home buy, we ran print in key publications with high black readership, amplifying the inspiring message of black history-makers at a local level. We also showed our commitment to the future generation of history-makers, with a $3M grant to NAACP ACT-SO, an achievement program for students.