POWER IN YOU

Power In You is a peer-to-peer mentoring program spearheaded by Utah’s First Lady, Mary Kaye Huntsman. The program is designed to eliminate the misunderstanding and intolerance that often exists between diversity in middle schools. They have programs to help everything from teen pregnancy to physical disabilities to racial issues. She needed to get the word out about her program and generate community involvement. In her words, “I just want people to know about this.” After talking with several middle school kids it became quite apparent just how rough those halls can be for someone living with a challenge.

I wanted to conduct an experiment to see if I could make the entire community feel that sense of discomfort and unease, and then perhaps they’d be more inclined to get involved and do something about it. Over 100 “labels” were posted all over Salt Lake City. Instantly, the curiosity and discomfort began to grow. The billboard company reported more phone calls than any other posting. Four weeks later, we arranged a press conference with Mary Kaye Huntsman where she publicly removed a giant label and encouraged everyone to do the same and to get involved. By that time, the mystery campaign had been featured on virtually every Utah news outlet, as well as USA Today.







In addition, a series of back-to-back, 15-second teaser spots were aired. Once the billboard labels were removed, a reveal spot aired.

TEASER ONE


TEASER TWO


TEASER THREE


TEASER FOUR


FINAL REVEAL