GENERATION CHANGE
To celebrate and empower young social activists looking to make a difference in the shadows of gun violence, climate issues, and political tension, I created Generation Change, an audience-led and inspired initiative that used the power of Viacom’s brands, celebrities, and media expertise to amplify the voices of young change makers and elevate their chosen civic causes.
KICK OFF
To engage Viacom’s massive social media audience and raise awareness of the cause, we turned our mics on and let the young change makers directly advocate to the followers of our most influential brands — MTV, VH-1, & BET.
INFLUENCERS
Next we partnered with MTV influencers like Sway Calloway and Chance The Rapper to help us create a buzz about the individual movements and a call to action to the world's leading digital creators, platform innovators, and their fans to help us at the global epicenter of digital media—VidCon.
VIDCON
At VidCon we turned on our cameras, gave our change makers a crash course in content production, and watched as their massive energy and focus created a national wave of support and advocacy.
THE HUB
To keep spreading the word about Generation Change, not to mention provide a home for the incredible content created at VidCon by our army of change makers, we created a hub allowing our supporters to track the worthy causes, express their thoughts, and create shareable content of their own.
