MTV + Rainbow PUSH Coalition

THE STORY

MTV, Rev. Jesse Jackson Sr., and the Rainbow PUSH Coalition were looking for a way to engage millennials with a digital activation and call-to-action that paid homage to Dr. Martin Luther King Jr.'s March on Washington. We created a solution that resulted in a collaboration with MTV's social enterprise arm MTV ACT to launch the #WhatsYourDream initiative.

THE SOLUTION

The initiative successfully launched Wednesday August 28th, 2013, on the official 50th anniversary of the march, through two primary engagements: an open letter from Reverend Jesse L. Jackson Sr. and a social media/photo campaign around the #WhatsYourDream hashtag. The ultimate call to action was to have participants pledge to do their part to keep the dream alive by visiting YourDreamYourPledge.com.

CAMPAIGN MATERIALS

OPEN LETTER + DIGITAL CAMPAIGN

We released an open letter from Rev. Jesse L. Jackson highlighting the historical context of the March on Washington, and highlighted key celebrities and social activists for an online photo display campaign around the hashtag #WhatsYourDream.