Bringing the Themes of 'Wicked: For Good' to Life: NBCUniversal's Social Impact Initiatives Make Change for the Better
As audiences buzzed about Universal Pictures' 'Wicked: For Good,' NBCUniversal seized the opportunity to spark 'change for the better.' The company leveraged signature storytelling, thoughtful nonprofit partnerships, and dedicated employee volunteers to bring the film's themes of supporting others and reaching one's full potential to life.
November 20, 2025
Creative Impact Lab: PSA for Education Through Music, Produced by PhillyCAM
NBCUniversal employees partnered with Education Through Music (ETM) and nonprofit agency PhillyCAM through the award-winning Creative Impact Lab, which leverages NBCUniversal's storytelling expertise to give back to the communities where we live and work.
Employees served as creative mentors on the project, tapping into their skills to help young creative apprentices produce a compelling piece that draws inspiration from the beloved and iconic title track "For Good" to highlight ETM's mission. The spot aired across both NBCUniversal and Comcast Xfinity platforms, providing ETM with powerful exposure and bolstering the portfolios of PhillyCAM's youth.
Jonathan Bailey stars in a spot about acceptance for The More You Know
NBCUniversal's acclaimed PSA campaign, The More You Know, has aimed to change Americans' lives for the better since 1989. Leading up to the premiere of Wicked: For Good, Jonathan Bailey joined the effort by delivering a PSA on acceptance, a core theme throughout the Wicked story. Jonathan's message was the best-performing PSA on social media ever in the campaign's history.
NBCUniversal partners with National 4-H Council, America's largest youth development organization
NBCUniversal and Universal Pictures collaborated with the National 4-H council, an official nonprofit partner of Wicked whose mission is to empower youth in every zip code of the USA.
For 4-H's 6 million young people, this partnership was a defining moment – one that highlighted their everyday acts of good alongside the iconic Wicked heroines Glinda and Elphaba.
Through a multi-platform campaign, 4-H spotlighted the many ways youth can create positive change. The centerpiece was the #4HForGood Challenge, a nationwide call to action inviting youth, families, and friends to do an act of good, post it on social media with a heart-hands symbol, and tag 4 others to spread kindness.
Additionally, NYC-based 4-H students also had the opportunity to visit NBCUniversal's headquarters at 30 Rockefeller Plaza for official studio tours with the NBCU Page Program and Wicked-themed photo ops. Emmy Beck Aden, who is a 4-H alum and Overnight Associate Booking Producer at NBC News, also spoke with the students and offered her insights as they embark on their college and career journeys.
NBCU Academy's 'Wicked: For Good' Poster Content
NBCU Academy joined forces with Wicked: For Good to inspire middle and high school students to unleash their creative and storytelling skills through a national Wicked-themed poster design contest. Students were invited to design their own original movie posters inspired by the magical world of Wicked.
Employee Engagement
NBCUnites, NBCUniversal's social impact initiative, hosted Wicked-themed volunteer opportunities for employees, helping them 'make good' in the communities where they live and work. Across the USA, NBCUniversal and Comcast employees gave back.
Partnering with Only Make Believe, which empowers children through interactive theater, NBCU employees put their design skills to the test, making Wicked themed costumes.
Habitat for Humanity
Hosted on the Universal Studios Lot, NBCUniversal employees came together to volunteer at the Wicked: For Good ReBUILD LA event with Habitat for Humanity of Greater Los Angeles, bringing hope and tangible relief to families devastated by the January wildfires. Through a powerful collaboration with Habitat for Humanity, Amazon, Alpha Kappa Alpha Sorority, Inc.®, and Universal Products & Experiences, the initiative turned compassion into action—providing families with critical essentials like bedding, kitchen supplies, and décor, as well as access to ongoing recovery programs for long-term support. Guests also enjoyed uplifting Wicked-themed surprises, including merchandise, face painting, and visits from Universal Studios Hollywood’s Elphaba and Glinda, creating moments of joy alongside much-needed assistance. Volunteers and partners demonstrated that even in the face of loss, solidarity can spark renewal and strengthen community bonds to create lasting impact.
Additionally, Wicked: For Good’s Cynthia Erivo, an honorary member of Alpha Kappa Alpha Sorority, Inc.®, will narrate a powerful PSA highlighting families supported through the ReBUILD LA initiative, amplifying the message of hope, resilience, and sisterhood at the heart of this event.
Green For Good Campaign
Launched on October 27th by NBCUniversal’s GreenerLight Program in partnership with Universal Marketing, the Green For Good campaign connects the themes of Wicked: For Good with ideas on how to make real world impact. By visiting BeGreenForGood.com, audiences can learn more about nature and how they can take action to green their communities through dedicated resource toolkits and custom social graphics, and watch two videos created exclusively for the campaign featuring Cynthia Erivo, Jon M. Chu, and Bowen Yang.
It also features a social challenge: for every post that shares how fans are getting involved using #GreenForGood, NBCUniversal will plant a native tree (up to 2,000 trees) through our partners at Re:wild (see full challenge details here). Since its launch, Green For Good has been highlighted widely across NBCUniversal platforms including The Kelly Clarkson Show.
Learn about the social impact NBCUniversal made for ‘Wicked: Part 1’ here.
