Brief: Develop a social impact campaign for the brand Sharpie. 

Context: For generations, Sharpies have quietly served as the tools for people to write protest signs, enabling them to stand up against many injustices. Since the mid-60s, Sharpie markers have played a role in countless demonstrations, marches, and calls for justice as a silent partner in the fight for change.

For this campaign they're stepping up and introducing a collaboration with March for our Lives. Both the social movement and the brand are uniting their commitments to address the urgent issue of gun violence and making schools safe. Together, they aim to empower individuals to make their voices heard, share a vision for a better future, and inspire meaningful change.

This cause is prevalent and supported by Sharpie's target audience.

It showcases the company's commitment to values beyond business, reflecting its dedication to fostering change and improving society.

Research by the Global Strategy Group indicates that 56% of Americans now believe corporations should engage in dialogue surrounding controversial social-political issues.

Acording to Forbes, 26 to 35 year olds are over 20% more likely to say they'll shop at companies whose social-political stance mirrors their own.

The "Grab Your Sharpie" campaign has a multi-faceted target audience strategy, primarily focused on high school students, young, socially aware recent graduates from Gen Z, and, as a secondary target, parents and teachers. The collateral audience is policymakers and community leaders.