THE SITUATION

As part of a “moonshot” initiative, DoSomething decided to aim for the most inclusive proms ever in 2019. Since this campaign was not attached to any of our brand sponsors, we were given the freedom to think creatively and strategically about the storytelling and calls to action for each portion of the campaign.

THE SOLUTION

Map of Prom Discrimination

We collected member stories of prom discrimination from every single state in the U.S. via our membership database as well as open calls on social platforms.

Gender Inclusive Courts

We encouraged young people to have discussions with their school administrators about updating an old school tradition, which was Prom King and Queen. We recommended schools change this to “Prom Royalty.”

Prom Anxiety Textline

We encouraged young people to share tips and tricks about attending prom and shared those with young people texting in asking for prom advice.

During this campaign, I developed influencer and social strategies for support as well as Creative Direction for the campaign creative pieces (except for the map).