Case Study
Young People Address the Nation
How we built a Webby Award-winning campaign that reached 150K+ people and made sure the national conversation couldn’t ignore Gen Z any longer.
about
Team DSB created Young People Address the Nation, a Webby Award-winning campaign that hosts actions in response to national moments lacking young people’s perspectives, including the annual Youth Response to the State of the Union.
What We Did
Video Production & Editing • Graphic & Brand Design • Social Media Management • Partnership Coordination
The Challenge
The Work
Campaign Development & Project Management
Led campaign strategy and execution end-to-end, including the 2022 State of the Union response featuring 30+ young people from 26 states reacting live to the address.
Video Production
Produced video and livestream programming giving young leaders a real-time platform during high-profile national moments.
Partnership Engagement
Coordinated 50+ partner organizations and 60+ young people into an amplification network representing 1.5M+ young people nationally, including March For Our Lives, NAACP Youth & College Division, and Future Coalition.
Digital Strategy
Developed and executed the campaign's full digital engagement strategy across every phase of each moment, including coordinating creators who reach over 1.5 million followers.
Impact
150,000 people reached across media
Webby Award for Public Service & Activism (2022)
Featured on MSNBC, Youth.gov, NBC, AFRO News
The Context
In 2020, young people showed up to vote in historic numbers. However, the voices of youth changemakers and our stories were often missing in key decision-making tables and the national conversation. Using that as our drumbeat, there was interest across youth-focused organizations to create moments to shift attention to the priorities of Gen Z leaders.
The Project
Spearheaded by our youth-led team, we led the strategy and execution for Young People Address the Nation. In 2021, the first event was held on the 100th day of the Biden-Harris administration, and featured 30 young leaders on topics such as economic recovery and youth engagement across the federal government. On March 1, 2022, Young People Address the Nation presented the first-ever Youth Response to the State of the Union that featured over 30 young people from 26 states directly following President Biden’s State of the Union Address.
What We Did
Led campaign development, project management, and day-to-day content schedule
Led content production for video segments and live stream
Coordinated over 50 organizational partners and 60 young people to push content across social media
Led pre-event, day-of, and post-event digital engagement strategy, including developing evergreen and repurposed content
The Impact
Young People Address the Nation reached over 150K young people and adult allies on social media. In 2022, the Amplify Pledge team won a Webby Award and was featured in Youth.gov for our intentional approach to authentic-youth engagement.