In the evolving landscape of higher education and digital communication, Historically Black Colleges and Universities (HBCUs) face both a challenge and an opportunity: to preserve, promote, and project their unique educational and Scientific legacies through the power of digital storytelling. This presentation seeks to present research from the multi-year project, WeHBSeeU TV funded by the National Science Foundation. Viewed by over 200,000 people, WeHBSeeU TV is a digital content network dedicated to promoting the stories of research and innovation at HBCUs. Through the mixed-methods study, the approach is to inspire and develop a more diverse STEM talent pool by increasing the Scientific Identity Centrality and scientific epistemological thinking of participants through increased exposure to digit al content highlighting HBCU STEM research and innovation. The study premise is that digital storytelling and social marketing practices are likely more successful than the standard practices in STEM because Social marketing is seen as having a greater potential “for stimulating sustainable behavior changes amongst targeted populations" (Edgar, Boyd, & Palame, 2009). Social marketing “involves changing attitudes, beliefs, and behaviors of individuals or organizations for a social benefit, where the social change is the primary purpose of the campaign” (Rangum & Karim, 1991, p.3). In this instance, the social benefit is increasing the STEM talent pool in STEM. The strategy regarding social marketing is beginning to emerge in STEM Education and STEM Broadening Participation efforts, so it is still a cutting-edge strategy given the limited research as to its efficacy in disciplines of STEM. This presentation presents the research findings while also highlighting how HBCUs can harness multimedia narratives to amplify institutional pride, engage prospective students, and showcase their research. This presentation is a blend of video, audience engagement, and direct presentation of the preliminary findings of the research study exploring the role of digital storytelling about STEM innovation at HBCUs and its impact on STEM Identity Development.

Keywords: STEM education, HBCUs, STEM Identity, Social Marketing Theory, mixed-methods research.