Webby for Good is a collaborative program formed by The Webby Awards and WP Engine to showcase Webby-recognized projects built to change the world.

The impetus was simple. Help put an end to three of the largest challenges Gen Z faces today--safety from gun violence, action on climate change, and equality. - Digitas Team
What’s the elevator pitch for your project?

With 17 million potential voters, Gen Z represents a voting population larger than Ohio and Pennsylvania combined. This essentially makes them a swing state powerful enough to change the outcome of an election. Realizing this, one student-led organization needed a way to activate this base heading into the 2018 elections. Our solution used Gen Z’ biggest stage—graduation—to send a powerful message delivered in the same amount of time as a 60-second ad.

What was the impetus for this project? What real-world challenge were you trying to solve?

The impetus was simple. Help put an end to three of the largest challenges Gen Z faces today--safety from gun violence, action on climate change, and equality.

 

Did your team have a breakthrough or “a-ha” moment while formulating or executing this project?

When students began signing up and we saw the idea spread organically without any paid media support, we knew we had something.

Once you settled on your idea, what was your first step in moving it forward?

The student leaders of the organization met to determine strategy and approach and our client, Potential Energy brought together some of the best minds in marketing, PR, and Cause to help amplify their voice.

Did the real-world impact meet your expectations? Can you share an example?

Ultimately, hundreds of student leaders from over 150 cities across 24 states, donated 60 seconds of their graduation speech.

What technologies/media did you use to develop this project (AI, Social Media, WordPress, etc.)?

To support our speakers, we created The Grad Cap Sticker Packs to transform students’ graduation caps into protest posters. Distributed via Instagram Carousels, students could download, affix, and take action on climate change, gun control, and equality. In addition to this unique Instagram hack, we used a cross-platform social approach that leveraged video, GIFs, and user-generated content.

Was the tech/medium you chose crucial to conveying your message? If so, why?

Yes. Without social media, getting the word out without paid media support would not have been possible.

How did this project defy your expectations?

Our social campaigned reached over 1,000,000 youth voters, garnering 25,000,000 impressions with a $0 spend on paid media.

How will you use technology in future work to create inspiring, cutting-edge projects that also make a difference in people’s lives?

Integrating technology and social media into social campaigns and cause-conscious work is the fastest way to spread your message and have it scale on a global level.

About the Public Service & Activism category

Social media accounts or content dedicated to public service and activism pursuits. Platform agnostic—enter any and all social media that best exemplify your work.