Saying Things Out Loud Makes Them Happen: Introducing Better Make Room
Today is a freak out day. It’s a hoot, holler and do a little dance day. A day where we’re a mix of pride, tears and “OMG DID THIS REALLY HAPPEN” exclamations while staring at each other in awe.
Today is the day that we launched a campaign with the First Lady of the United States. FLOTUS, you guys.
We’re no stranger to hard work. To deep, thoughtful work that wakes us in the night to jot down ideas. To deadlines so quick that we’re amazed we were able to turn them around and still deliver something incredible. To working on things that matter to us and make the community a better place to live. To being moved by the mission of our clients. But there’s nothing like being called to the most prestigious address in the country, tasked with envisioning a way to serve a whole generation of smart young people.
This summer, we—along with a group of passionate creative collaborators—developed Better Make Room, a creative campaign to serve Generation Z (those born between 1995 and 2001) at the behest of the First Lady’s office.
This engagement campaign is designed to support the First Lady’s Reach Higher initiative, connecting Gen-Z with the resources and guidance they need to continue their education. Beyond that, the campaign unites students who are experiencing similar challenges and brings them together in a space where they can create, connect and make a commitment to their future. Fueled by user-generated content and the spirit of community, the Better Make Room movement will elevate those who are continuing their education to the level of celebrity status, as if to say to the world, “You Better Make Room because this person is about to arrive.”
Together with a core creative team from Ell Creative, Always Creative, Primer Grey and Poetic Systems, we toiled through late nights, mainlined coffee in early meetings, held Aaron Sorkin-style walk and talks, and racked up so many frequent flyer miles that we can probably jet the team to Cancun after this is all over for some R and R. (Kidding. Maybe.) But man, did that work pay off. We did, in my opinion, some of the most creative, exciting and collaborative work I’ve ever seen. I’m proud, y’all.
Stay tuned here from the latest from the launch—we’ll update this post with pictures and video from DC, the PSAs from the campaign and anything else cool you need to know about.
Saying things out loud makes them happen—see how people are committing to higher education on BetterMakeRoom.org.
Launch: 10.19.15
The First Lady hosted an official launch with partners, educators, nonprofits, superstar Viners and YouTubers, celebrities and people passionate about the project on Monday—and we were there. Did you know they give you coffee in cups with gold rims at the White House? That the social aides are active-duty military? That they have to call in people with gloves to handle the drapes?
These are things we learned on our trip. That, and the fact that a LOT of people really care about the future of America’s young people.
It was surreal, exciting and most of all, it meant that the project we’d toiled over for the past five months was finally out in the world.
Akron: 10.21.15
LeBron James and the First Lady inspired a new generation of young people on Wednesday at the University of Akron—and we were there. We Whipped and Nae Nae-ed with eighth graders, cheered for all the kids that made a commitment to do well in school and listened intently as both LeBron and FLOTUS gave advice to high schoolers in a Q&A session with ESPN.
The future’s looking bright, y’all.
