First Lady Michelle Obama will be using the power of online video, as well as traditional and social media, to help launch “Better Make Room,” a public awareness campaign targeting Generation Z (14 to 19-year-olds) as part of her Reach Higher initiative.
Today, the First Lady announced a long list of media partners for the campaign, including A&E Networks, AwesomenessTV, CollegeHumor, The CW Network, Funny or Die, NBCUniversal and Vine. The companies will produce PSAs for the campaign featuring key creative talent and provide in-kind ad and promotion space on their networks, web pages and social media sites.
“Better Make Room” aims to encourage students to pursue post-high school education, whether at a professional training program, a community college, or a four-year college or university.
Other partners in the program include The Black Sheep Agency, PVBLIC Foundation, The Y, American Eagle Outfitters and The Teachers Guild.