At the height of Lady Gaga’s global fame and influence, she launched the Born This Way Foundation, a non-profit organization dedicated to creating a kinder, braver world for youth. As part of an agency team, it was an honor to secure the Foundation’s business to undertake its first significant outreach to the youth it was created to serve. As the strategy and measurement lead, I worked closely with the Foundation from concept through execution and analysis on the Born Brave Bus Tour.
The tour was a pre-concert tailgate experience that was attached to Lady Gaga’s Born Brave Ball concert tour across North America (and at select cultural institutions, including Times Square in New York). It exceeded expectations in its ability to connect thousands of youth across the country to hundreds of resources and organizations that will help fuel the youth-led movement towards a kinder, braver world. Over the course of the program, which included grassroots efforts, a mobile tour, digital programs and social elements, the Born Brave Bus was featured on Good Morning America, in Rolling Stone and across highly influential youth touch points (i.e. MTV, VH1, social influencers and more).