CooperKatz partnered with Virgin Mobile USA to drive awareness of the company’s pro-social movement, The RE*Generation, to spotlight the youth homelessness crisis.
We worked in tandem with Virgin Mobile and its nonprofit partners (StandUp for Kids, The Children’s Health Fund and YouthNoise) to leverage two critical “moments in time”: a lobbying effort to have Congress officially declare November 2007 as “National Homeless Youth Awareness Month,” followed by a broad media push supporting this first month‐long recognition. CooperKatz worked closely with the singer-songwriter Jewel, who, as a former homeless teenager, testified on Capitol Hill and served as a media spokesperson to help Virgin Mobile gain awareness for the movement.
Our work included: leveraging spokespeople (corporate, nonprofit and celebrity); conducting national media outreach; executing special broadcast media pushes; supporting a series of event initiatives (documentary screening, art gallery show and auction); driving traffic to the campaign microsite; and more. By the completion of the program, tens of millions of people had learned about The RE*Generation through significant media coverage including CNN “Primetime Spotlight,” New York Daily News, In Style, InTouch and “Good Morning America.”