On Monday, First Lady Michelle Obama, launched a new public awareness campaign, Better Make Room, to target Generation Z (young people between the ages 14-19) towards college. A crucial architect of the this campaign is Houston’s own Black Sheep Agency, which specializes in cause-driven marketing campaigns.
This campaign leverages traditional and new media platforms to celebrate student stories in the same way that we often celebrate celebrities and athletes. With partners in the business, philanthropic, media, and education realm, this campaign will stretch across the country to inspire students and give them the tools they need to reach higher for college.
Better Make Room celebrates students. It acknowledges that things aren’t easy. It elevates their stories, their bravado, and hard work to new heights. It tells their stories through a lens normally reserved for sports stars and celebrities. In an info-jammed world where fame means followers, likes and reposts, the campaign brings celebrities and influencers to the platforms that today give star power to their peers: those without the traditional luck or talent of some of today’s biggest stars.
Better Make Room says that students reaching toward higher education deserve equal praise and adoration. Through an integration of celebrities, peers, influencers, and partners who step outside their own accomplishments to lift up those of another, the campaign gives achievement, smarts, conquest and reaching higher the spotlight they deserve. Better Make Room highlights the possibility of a better education, a better career, and a better future.
The campaign does this while also making sure that young people understand the steps, tools and resources available to help them Reach Higher, such as registering for the SAT and ACT, visiting a college campus, filling out FAFSA, and completing at least four college applications.
Better Make Room though is also a perfect encapsulation of the spirit evident in the Black Sheep Agency that helped conceive it. As a young marketing firm making waves in Houston and the nation, they proudly say on their company blog, “there’s nothing like being called to the most prestigious address in the country, [and] tasked with envisioning a way to serve a whole generation of smart young people.”
SEE ALSO:
Saying Things Out Loud Makes Them Happen: Introducing Better Make Room (Black Sheep Agency)
