J.A. and Kathryn Albertson Family Foundation
Buck The Quo
Unleash The Potential of Idaho Teens
In Idaho, only 46% of high school students “go on” after graduation—the lowest rate in the nation. That doesn’t just affect the kids, but the entire state. Thus, Buck the Quo was created to combat this issue.
Buck the Quo is a social change campaign centered on shifting mindsets. It was launched as a multi-phased approach to create awareness, foster acceptance, and increase the familiarity of the options for after high school. To reach this media saturated, ad-averse generation, one phase consisted of a traveling tour featuring a pop-up retail experience called the “More In Store” which appeared at state fairs and areas where teens gathered. This mock-retail engagement allowed teens to have a meaningful conversation about what they want their life to be like in the future. Multiple touch points reinforced that they could tap into their potential and their futures were much brighter than they thought.
Buck the Quo also created a YouTube channel of weekly content where teens could see how they can take the wheel and make their futures happen—largely from influencers and other teens. The takeaway for the audience is the inspiration, grit, and “future hacks” that prove there’s more than just one way to take advantage of what’s ahead.
Localized guerrilla marketing, Facebook live streaming events, Instagram stories, and wearables helped expand the conversation and build momentum. And to help foster parent-teen conversations, mass-media television brought to life the teen story, in the teen voice—to encourage parents to listen and be open to all post-high school options.
- Strategy & Positioning
- Video Production
- Media Strategy & Planning
- Digital Development
- Event Management
- Content Development
- Social & Community Management
- Guerrila Marketing
- Influencer Management
- Ambassador Program Development
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