An Allstar Athlete and Allstar Student: Choosing a Brand Ambassador that Believes in our Mission
Why Chegg partnered with NCAA superstar Paige Bueckers to support students beyond their academic needs
By Esther Lem, Chief Marketing Officer at Chegg
I’ve worked for this student-first company for over 10 years, and every day, we are driven by the purpose of making education easily accessible so that everyone who wishes to further their careers has the opportunity to do so. Unfortunately, that is simply not the world we live in, and accessibility extends far beyond the educational resources students possess. Having nutritional food, living in a safe and secure environment, and feeling welcomed on campus can all be indicative of how successful a student is throughout their academic journey. While there is still this pervasive idea that students are all young and carefree, there are those who’ve made it a point to address real students’ real concerns. This further disproves the lackadaisical-college-student myth, especially when you have young people like the UConn Husky Paige Bueckers, who’s taking a stand against a myriad of issues, including food insecurity amongst college students. So, Chegg has partnered to stand with her.
Paige goes above and beyond to speak out against problems that are far too common. Students are complex and are facing plenty of challenges that could stop them from reaching their academic and professional goals. 1 out of 5 students are parents, 3 out of 4 are working full-time while they’re in college, and nearly 1 out of 3 say they’ve missed a meal once a week since the pandemic. Too many students do not have the luxury of taking advantage of on-campus resources or office hours, especially when they’re encumbered with a plethora of pressures that they must shoulder. And, who would ask them to when so much of their future is riding on this seemingly impossible balance?
The busy life for student athletes navigating their day-to-day can be just as time-intensive, especially with the added pressure for some that are only able to afford college through their athletic participation. On average, basketball players spend 3–4 weekdays training and each of those days could include training for over five hours. But, as any hardworking athlete knows, being in the gym on their own accord can be key to making it or breaking it. Despite this, Paige has remained incredibly outspoken on issues that don’t just affect her, all while managing to be a part of a fantastic team that’s made it all the way to the NCAA Final Four following Monday night’s outstanding win. All of this is what makes her a great brand ambassador for our mission-driven company.
When I first heard Paige’s speech at the ESPYs, I knew just how passionate she was about championing others. If she can use her Name, Image, and Likeness (NIL) to uplift underrepresented people, all while being a full-time student and college basketball player, how could anyone not be motivated to think outside of the box to do even more for some of our most vulnerable communities? When we first reached out to her, one of the first things she asked was,
“Well, what else have you done?”
Intentionality must be at the forefront of creating an authentic partnership. Her question made it apparent that she wants to be as impactful as possible. And, I respected that, because we do, too. For years, Chegg has been giving back, because we recognize that students need support, both inside and outside the classroom. We’ve donated over one million meals to food banks since the start of the pandemic through partners like Second Harvest Food Bank, Swipe Out Hunger, and more. Our partnerships have allowed us to help decision-makers better understand the issue. For instance, with Swipe Out Hunger, our Chegg.org research and thought leadership work together (e.g. jointly speaking at SXSW about the issue), has further opened dialogue with stakeholders on how to tackle these pervasive problems. After speaking to Paige, it became abundantly clear that our mission and values absolutely aligned.
Paige has already helped us think beyond our previous engagements, and as a result of our conversations, we’ve decided to partner with the hunger relief company Goodr to launch their very first pop-up grocery store in Minneapolis during the NCAA Final Four weekend on April 2nd. Through this partnership, we will be able to provide 6,000 meals. But this is just the beginning. As a Minnesota native, Paige stressed the importance of amplifying the awareness of just how devastating the food insecurity crisis is amongst college students. So, we’re both happy to say that this will be the first of several Goodr grocery markets launched, and after the tournament, Chegg.org and Paige will be looking to open permanent Goodr grocery stores on school and college campuses across the USA to continue addressing food insecurity beyond a one-step engagement; officially cementing her as Chegg’s first NIL student-athlete brand ambassador. This partnership offers us an excellent opportunity to further shine a light on what real-life students are experiencing, their concerns, and their needs, all in the hope of finding new and profoundly impactful ways to support them beyond just their academic needs.
Paige represents the many driven individuals changing the world; for themselves and others. She recognizes that students need help in the same way that Chegg has all these years. Through her, I hope that people can see the strides younger generations can make, especially if they’re given the opportunities to be their best selves. And, that’s what we need to secure a brighter future.
