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IGNITE
Year
2022
IGNITE, the nation's leading nonpartisan organization harnessing political leadership and civic engagement among young women-identifying people, came to us with the goal of engaging Gen Z. We found that Gen Z is fed up with politics, specifically the political failures and lack of political action from older generations. To say it bluntly, they are sick of old white men making decisions for them. They are a generation that has fiery opinions, bold visions and wants to influence real change, but they need help getting there.
So how do you talk about politics to Gen Z when the term “politics” itself has become a dirty word? By communicating in their language, reaching them through their peers, meeting them where they already are, and showing them that they indeed are “political”. We set out to equip them with the tools they need to be political on their terms, and in turn empower them to take the reins and flip the script on how politics can and should be done.
We launched the national campaign “We’ll Take It From Here” with our series “No Masters Class by IGNITE” on TikTok and Youtube. The series featured free online classes that inspire acts of political activism and engagement.
And of course, it was led by Gen Z activists and influencers themselves, including:
* Actress and activist Sis, who In addition to breaking Broadway barriers, is the founder of The Next Generation Project, a non-profit that distributes resources to Black and brown trans people.
* 17 year old Will Larkins who organized the biggest school walkout in Florida in response to the Don’t Say Gay bill.
* Emily Flores, a Mexican-American teen journalist and student who, at only 15 years old, founded the magazine that would become Cripple Media, the one for and by Gen Z
The series was supported by guerrilla tactics in key markets including takeovers of traditional political campaign elements – including lawn signs, Out of Home ads and “I Voted” stickers – which were covered with magenta stickers driving Gen Z to the No Masters Class by IGNITE content series.
