Case Study
92NY
How we launched a national Gen Z campaign that reached 12 million people in its first week
At a Glance
Client:
92NY is a leading New York cultural and community institution whose social impact division builds programs that address some of the most urgent issues.
What We Did:
End-to-end campaign communications and social media strategy.
Headline result:
12 million people reached during launch week.
The Challenge
Recent research consistently shows Generation Z experiencing loneliness at higher rates than any other generation. 92NY’s social impact division saw an opportunity to meet that moment head-on: starting a national conversation that destigmatized loneliness, raised awareness, and gave young people practical tools for connection to themselves and to each other.
To do it right, 92NY needed a campaign built for the platforms Gen Z actually lives on, with a content engine that could move at the speed of culture and a partnership strategy that could turn a launch into a movement.
The Gallery
The Work
Campaign strategy and launch
We developed and executed the social media strategy behind the #LessLonely Campaign, a Gen Z-focused initiative built to destigmatize loneliness and offer simple, actionable calls to action. We led the launch strategy for the campaign's launch in collaboration with #GivingTuesday and supported the Belfer Center team end-to-end through launch implementation.
Content engine and teen producer collaboration
We built and maintained #LessLonely's content production pipeline, working directly with 92NY's young storytellers to develop, refine, and distribute content from idea to publish. We facilitated monthly editorial meetings and monthly trainings for teen producers, maintained the content production calendar, and developed complementary campaign content across TikTok, Instagram, and Twitter.
Branding, messaging, and editorial leadership
We worked alongside 92NY's network and staff to shape the campaign's branding, messaging, and creative direction, and led development of the broader content calendar, including weekly touchpoints, quarterly campaign peaks, and the communications cadence that kept #LessLonely in motion long after launch week.
Partnership development and amplification
We spearheaded relationships with key organizational partners and trusted messengers to amplify the campaign, supported the development and distribution of campaign toolkits, and provided weekly recommendations on amplification partners to extend #LessLonely's reach into established youth-focused digital communities.
The Results
12 million people reached in launch week.
The #LessLonely campaign reached more than 12 million people across 92NY’s digital channels during its launch week alone, turning a launch into a national moment.
A campaign with staying power.
By building durable amplification partnerships and an editorial infrastructure designed to sustain itself, #LessLonely continued to drive critical conversations around loneliness well beyond launch, embedding itself within the youth-focused digital communities best positioned to carry it forward.
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.