J.A. and Kathryn Albertson Family Foundation

Buck The Quo

Brand Insight

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.

Services Provided

  • Strategy & Positioning
  • Identity
  • Copywriting
  • Collateral
  • Video Production
  • Photography
  • Media Strategy & Planning
  • Digital Development
  • Event Management
  • Content Development
  • Social & Community Management
  • Guerrilla Marketing
  • Influencer Management
  • Ambassador Program Development
More in Store stickers
More in Store poster wall
6.5 Million + Online video views since campaign launch.

Best of Buck the Quo

    View Channel
    The Tough Stuff
    78% Of teens who had seen Buck the Quo gave it a
    "Thumbs Up."
    BTQ Image Grid
    BTQ Image Grid
    BTQ Postcards
    BTQ Cans
    60% Of parents who had seen Buck the Quo had a conversation with their teen about their goals.
    BTQ Social
    IAF Gold Rockie® for Digital Advertising Video and Commercials.