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 Campaign
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 hash tag.
The ultimate call to action was to have participants pledge to do their part to keep the dream alive by visiting YourDreamYourPledge.com. By end of day 8/28 the initiative launch generated more than 50 MILLION impressions and garnered support from various celebrities and social influencers worldwide.
OPEN LETTER + MTV.COM
We released an open letter from Rev. Jesse L. Jackson highlighting the historical context of the MoW, the establishment of the ELC, and encouraging young adults to continue the fight for Dr. Kings dream. The letter also include an immediate call to action by encouraging young adults to participate in the #WhatsYourDream campaign sharing their pledge to keep the dream alive.
DIGITAL PHOTO CAMPAIGN
We highlighted key celebrities, and a host of social activists, for an online photo display campaign around the hashtag #WhatsYourDream that spurred a lot of the engagement and reach. It also encouraged young adults to identify with their own personal variation of the dream through social media.
