In an effort to reach new fans, NASCAR continues multicultural marketing outreach with national and regional targeted marketing programs and events. Strategic sponsorships and media partnerships are also utilized to support these efforts. In addition, NASCAR launched a multimedia campaign in 2005 promoting diversity in the NASCAR community, under the theme “Get In.” NASCAR also launched a multimedia campaign in honor of Black History Month in February 2006, highlighting the contributions of African-Americans in NASCAR history and featuring students from the Urban Youth Racing School.