Our challenge was to encourage 17 million Generation Z voters – the biggest voting block in history – to register to vote, we gave them the microphone to demand change on issues facing their generation: gun reform, equality, and climate change. Together, with sixteen competing advertising agencies we forged a new way of working together for the greater good, creating Donate:60, a student-led campaign asking class leaders to donate sixty seconds of their commencement speech.

As Lead Designer for this project at Barton F. Graf, we created the Donate:60 logo and asset toolkit that all agencies would use to help create all collateral. We led with the insight that the students were the only ones who could save themselves. This campaign resulted in 60,000 students in 136 cities in 24 states participating, reaching one million young people and 25 million people total. Midterm elections validated our efforts with early voting up 188% for the 18-29 age group in 2018.