Case Study
92NY
The Context
Recent research consistently highlights the high rates of loneliness in Generation Z, the state of which exceeds all other generations. 92NY was committed to starting a national conversation about loneliness through social media by raising awareness and reducing stigma around loneliness, and providing practical resources for addressing loneliness through connection to oneself and others.
The Project
92NY’s social impact division launched the #LessLonely Campaign, a Gen Z-focused campaign destigmatizing loneliness and providing simple calls to action and resources for connection. #LessLonely launched in collaboration with #GivingTuesday.
What We Did
Executed the campaign’s social media strategy and provided strategic recommendations to maximize digital impact.
Spearheaded relationships with key organizational partners to amplify and partner on campaign.
Worked with 92NY’s network and staff to execute branding, messaging, and content creation.
Led the development of 92NY’s content calendar and related assets.
The Impact
During its launch week, the #LessLonely campaign reached over 12 million people across 92NY’s digital channels. By building amplification partnerships, the campaign has continued to use the momentum as a base to continue critical conversations around loneliness, particularly within already established youth-focused digital communities.