A Year of Progress: 2024 Highlights from NBCUniversal’s Creative Impact Lab

The Creative Impact Lab was created in 2022 to expand opportunities in the media industry for the next generation of creative talent and to empower nonprofits to share their stories with a wider audience. NBCUniversal is excited to share the Lab’s progress and impact in its 2024 annual report.

Key Achievements in 2024

The Lab continues to make a meaningful difference, and the numbers speak for themselves. Together, we have:

• Donated over $18 million in media inventory across NBCUniversal and Comcast, driven largely by this award-winning PSA that ran during the valuable Olympics promotion window.
• Generated over 143 million impressions for the Lab's nonprofit clients.
• Granted $785K to nonprofit creative agencies.
• Engaged 31 NBCUniversal volunteers, who provided coaching, creative feedback, and training to 50 apprentices in key skills — like storyboarding, shoot planning, editing, animation, and post-production.
• Supported 15 nonprofit organizations — in arts, education, sports, technology, and health and human services.

To further measure the Lab’s effectiveness, we commissioned a study with the USC Annenberg Norman Lear Center. Here’s what we heard from Lab participants:

• 67% of apprentices rated the program 8 or higher out of 10.
• 100% of nonprofit creative agencies highlighted the program’s educational value.
• 87% of nonprofit clients were extremely satisfied with final assets.

More to Come in 2025 

For the second year, Comcast NBCUniversal has partnered with The Alliance for Media Arts + Culture to award eight emerging filmmakers from on the agencies that participate in

NBCU’s Creative Impact Lab. The $5,000 awards will support them in making their own digital media projects. They will also receive mentorship from award-winning filmmakers and attend helpful workshops. Learn more here.

Lastly, NBCU is now opening the Lab to outside corporations looking to raise awareness for their grantees through storytelling. We look forward to making an even greater impact together in 2025, one story at a time.