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Do Something Who We Are

Do Something Who We Are. Do Something is… One of the largest national organizations for young people and social change Do Something believes young people have the power to make a difference today

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Do Something Who We Are

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  1. Do SomethingWho We Are Do Something is… • One of the largest national organizations for young people and social change • Do Something believes young people have the power to make a difference today • Do Something isn’t only about one cause – it’s about empowering young people around anything they care about! • Non-political, non-profit and non-controversial • Inclusive and entirely youth-led • Our Rule: No Money, No Car, No Adults! Our History • Started in 1993 by Andrew Shue as a chapter-based grassroots organization • In 2003, Nancy Lublin became CEO • Founder of the international not-for-profit organization Dress for Success • Transformed the organization into a highly efficient online organization • In 2008, DS grew to reach over 12 million young people • Over 400,000 active “do-ers” in 2008 • On track for 750,000 in 2009 • $390,000 in grant money given directly to young leaders

  2. Young People Today Young People Today Are Socially Responsible • 61% are worried about the state of the world and feel personally responsible to make a difference • 89% will switch brand loyalty based on cause association • 70% have purchased a “cause product” in the past year • 81% of Millennials want to volunteer Our Core “Do-ers” • Psychographics • Socially Conscious • Pro-active • Energetic • Optimistic • Passionate • Demographics • 13-25 – Middle school, High School, College and beyond • National footprint • Urban, Suburban and Rural • Ethnically and culturally diverse Source: AMP-Cone

  3. Do Something The #1 excuse for not taking action has always been“I don’t even know where to start.” DoSomething.org is the place to start Vision “We believe young people have the power to make a difference. It is our aim to inspire, support and celebrate a generation of do-ers: people who see the need to do something, believe in their ability to get it done, and then take action.” How We Do It We help young people identify causes and/or issues that are important to them We leverage communications technologies to enable young people to convert their ideas and energy into positive action We provide tools and resources for young people to start their own project or join a cause We utilize corporate partnerships and celebrity endorsements to further reach today’s youth, and create opportunities for young people to become involved We celebrate youth and garner publicity around causes and issues that mean something to teens today (e.g. Teen domestic violence)

  4. Online Content • DoSomething.org is a trusted resource for youth passionate about change • Over 80 causes and issues are posted online • Fact sheets, backgrounds and features explain the issues and what YOU can do to help • The Newsbox • Provides participants with the latest cause news • CelebsGoneGood.com- The Blog • Showcases celebrities doing good • They choose how they want to take action • Youth utilize The Action Matrix to generate a customized list of ideas to get involved on their terms • Choose your cause, who you’re working with, where you want to do it, and how much time you have • Action guides provide step-by-step ways to make a project happen • They share their volunteer experiences • Users upload projects they complete in their communities • Give feedback and publically share ideas • Over 9,500 user-generated projects currently online

  5. Empowering Youth • Monthly Cause Campaigns • Every month we feature a new cause, with a new celebrity, a simple call to action • More on this later… • Volunteer opportunities • Largest national database for teen volunteering • Type in your zip code and get current, local opportunities • Text DO SOMETHING to 30644 and get it on your mobile phone • Youth Grants • ONLY org to directly fund young people • Some youth-led projects we’ve funded: • Free language classes to bring communities together • Starting a sustainable vegetable garden at a high school • Creating donation based DVD libraries at children’s hospitals • Do Something Clubs • Over 500 nationwide and growing • Free and easy way for young people to take action • Youth-led, DS provides resources and 1-on-1 support • Social Action Boot Camps • Conferences of young leaders held in cities across the country • An entirely free full-day of workshops to grow and sustain your project or organization

  6. Each month, Do Something debuts a new celebrity PSA Celebrities include: Chace Crawford, The Jonas Brothers, Fall Out Boy, Usher, Rihanna, Peyton Manning, Carrie Underwood, Rachel Bilson, Jordin Sparksand more In School Partnership with Channel One and BusRadio Together, reach 7 million teens a day Broadcast Outreach PSAs regularly air on Z100 in New York and KIIS FM in Los Angeles and in key radio markets nationally PSAs have been carried by Bravo, ESPN, The N, FOX, CBS, Animal Planet and more Online Outreach Online relationships with MySpace Impact and Celebrity, Hulu.com, SocialVibe.com, Seventeen.com, CosmoGirl.com and more PR outreach to major blogs and press Past coverage includes PerezHilton.com, People.com, USWeekly.com, NYPost.com, CNN.com, Seventeen.com Do SomethingPublicity - PSAs

  7. Do Something CampaignsPartnerships Do Something creates monthly cause campaigns with leading national corporate and retail partners to give young people easy ways to take action on specific causes.

  8. Do SomethingHealthy Schools Initiative In Partnership with Alliance for a Healthier Generation

  9. empowerME@school Goals • The overall goal is to empower teens to take action to make their school a healthier place. • The campaign will improve the nutritional quality of drink, lunch, and snack choices in schools nationwide. • Students will work together to make measurable changes and raise awareness about healthy behavior in their schools and communities. • Students will continue to maintain and promote a healthy lifestyle both in and out of school.

  10. empowerME@school • Online content at DoSomething.org • Action guides and tip sheets for ways that young people can improve the health and fitness level of their school and student body. • Project database to inspire other teen’s to act. • Photos and videos highlighting what kids are doing. • Dedicated staff person available 24/7 to answer questions. • School sign-up & Action Kits • Young people register their schools on-line • Do Something sends out Action Kits (posters, banners, stickers, etc) to all sign-ups and 500 Do Something Clubs nationwide • Weekly emails with “tips of the week” and special “school highlights” to keep young people motivated • Prizes! • 1 Grand Prize Winner receives $5,000 grant to make their school healthier. • 5 Finalists receive $500 grants • All top 6 schools get banners for their schools (with partner and sponsor logos), healthy goody bags for the kids who participated, and recognition on DoSomething.org and in local press outlets

  11. empowerME@school2009 Goals • Do Something will help take empowerME@school to scale. • 1,000+ high schools signed up for campaign • Over 100,000 young people taking action • To us, taking action isn’t clicking a button or signing a pledge • Our goal is for 100,000 young people to actually Do Something about this issue in their school. This could be: • Rallying to replace junk food with healthy foods in the cafeteria • Growing an organic garden at their school • Collaborating to create healthy living cookbooks • Launching a nutritional education campaign and mentoring younger kids • Organizing “get fit” days that show how fun being active can be! • Aggressive PR campaign that garners attention for Do Something, Campaign Sponsor, and the amazing participants • A-list Celebrity Involvement • Pick-up on major entertainment and health/fitness websites • Stories on the teens who are participating and taking action • Article feature in Brandweek, NYTimes, etc • Outreach to the blog-o-sphere, www.livestrong.com, SELF mag, etc

  12. empowerME@school Outreach • Online • DoSomething.org • DoSomething.org Homepage Placement (over 500,000 unique visitors a month) for Alliance for a Healthier Generation and Sponsor • empowerME@school section of DoSomething.org powered by Alliance for a Healthier Generation and Sponsor • Do Something Monthly E-Blasts announcing program (over 100,000 young people) with partner and sponsor logos • Do Something Partner sites • Featured content and messaging on Do Something groups on MySpace and Facebook • Highlight campaign/PSA with Sponsor logo on Social Vibe, Teen.com, ChannelOne.com, Hulu.com, Seventeen.com, etc. • MySpace Impact and Celebrity Impact Channels

  13. empowerME@school Outreach • TV • :30 Public Service Announcements with celebrity spokespersons • Chace Crawford, Rihanna, Peyton Manning, Kristen Bell, Carrie Underwood,, etc. • Airplay on ChannelOne, reaching over 6 million kids across the country • Other network possibilities including Bravo, ESPN, the N, etc • Online outreach to Seventeen.com, Hulu.com, ChannelOne.com, etc • Radio • Audio PSA reaching over 1million teens a day through partnership with BusRadio • Partnership with ClearChannel • Outreach to additional stations nationwide

  14. empowerME@school Outreach • School-Based • Do Something Clubs • 450+ Do Something Clubs at schools nationwide • SWAG: posters, flyers, etc. • Alloy GymBoards • 16,000 customized message boards located in 8,000 high school and middle school locker rooms (depending on availability) • Strategic Partners • Utilize Do Something strategic partner network of not-for-profit organizations to get the word out • Research and initiate new partnerships with health and fitness focused orgs. • Promote through partners websites, e-blasts, etc • Aggressive PR campaign • Press Release featuring Sponsor of Campaign • PR firm on retainer to promote excellent actions of individual teens, campaign more generally • Full time Do Something PR staff member focused on promoting same • Regular Placement on Seventeen.com, Perez Hilton, Wall Street Journal, Access Hollywood, ET…

  15. Connect with important, hard-to-reach mass youth audience Direct connection to individual passions Built in marketing mechanisms and publicity Relationships with A-List celebrities Help fund the future of the Do Something generation Do SomethingBenefits of Partnership

  16. Teens For Jeans with . • Teens For Jeans – Homelessness Awareness • Donate your gently worn jeans to any Aéropostale’s 900+ stores • DS paired each store with a local homeless shelters to accept the donations • Aero offered 25% off a new pair of jeans to those who donated • 2008 Results • Youth donated over 125,000 pairs of jeans • Celebrities involved: Rachel Bilson, Hayden Christensen, Chad Michael Murray and Hilarie Burton • After posting record sales, Aéropostale signed on for 3 more years of the campaign • 2009 Results • Youth donated over 200,000 pairs of jeans • Over 80 million media impressions • Celebrities involved:Chace Crawford, David Archuleta, Alicia Keys, AvrilLavigne, Shaliene Woodley and more

  17. Do Something 101 with . • Do Something 101 – School Supplies For Kids In Need • National school supply drive at Staples • 1400 Staples stores acted as drop-off centers all summer • Customers could also donate $2 at the register • Local organizations received the donations • American Idol Jordin Sparks was the face of the campaign • Promoted with in-store signage, circular placement and • Print and broadcast PSAs starring Jordin were picked up nationally in hundreds of radio markets and in print outlets like PEOPLE Magazine • Do Something and Staples held a bag-stuffing press event at the Staples Center • 100 LA teens stuffed 5,000 backpacks with school supplies • Jordin Sparks attended the event to congratulate everyone for their work • In 2009, Do Something 101 will be back, launching July 5th in Staples stores

  18. Do Something Awards 2008 Teen Choice Awards 2008 Teen Choice Awards • In 2008 Teen Choice presented The “Do Something Award” • Only non-celebrity winner of the night • Presented by Scarlett Johansson • DS awarded $100,000 to a young change-maker to continue their work • Each nominee took home $10,000 • Do Something hosted the Official Teen Choice Pre-Party where celebrities honored the nine Do Something award nominees • Live Performances by Jesse McCartney and Lil Mama with MTV’s America’s Best Dance Crew • Presenters included Lauren Conrad and Lo Bosworth (The Hills), Danity Kane, Olivia Wilde (House), JC Chasez (NSync, MTV’s ABDC), Aimee Teegarden (Friday Night Lights) and Shawn Pyfrom (Desperate Housewives)

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