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This is Fatherhood

OPPORTUNITY:

The White House, in an effort to combat the fatherless epidemic in America, desired to create a national campaign to engage youth and young adults around the issue of fatherhood.

 

ROLE:

Campaign Architecture and Creative Strategy. Conceived and produced digital solutions.

RESULT:

We created a 6 week national fatherhood campaign for youth and young adults featuring President Obama, World Class athlete Dwayne Wade, Grammy Winning Hip Hop artist Lecrae and World Poetry Slam Champion Joaquin Zihuantanejo.

 

The campaign issued a challenge encouraging youth to communicate what fatherhood meant to them through song, essays, photography and video. The campaign received over 300,000 digital impressions,1,600 submissions and more than 46,000 votes were cast. We awarded over 25k in scholarships to our contest winners. Our PSA was featured on BET.com and other national media outlets.