The August Wilson African American Cultural Center (AWAACC) champions Black artists and art that invokes what being Black in America truly means, inviting all patrons to reflect on how their own cultural foundation shapes their world view. In the wake of the Black Lives Matter movement, the AWAACC engaged Tierney to capitalize on this cultural moment and reinvigorate who they are and what they stand for. Tierney developed a targeted digital campaign, “This is Not Your Comfort Zone,” to re-introduce the Center, debut its first permanent exhibit, and drive visits. We used interest- and behavior-based advanced targeting tools to secure 10+ Million impressions, 23K clicks across display and paid social, and a 173% increase in website traffic compared to the non-campaign period.