Ignite’s mission is to get Gen Z politically active. It is a US non-partisan organisation working to create political leaders and gain engagement among women-identifying Americans.
To achieve Ignite’s aim, Publicis Group’s Le Truc has created a series of free online classes, No Masters Class by IGNITE. The series is part of Ignite’s broader, We’ll Take It From Here, campaign. The classes inspire and equip young people to start their own acts of political activism and engagement, led by Gen Z activists and influencers including:
- Actress and activist Sis, who in addition to breaking Broadway barriers, is the founder of The Next Generation Project, a non-profit that distributes resources to Black and brown trans people.
- 17 year old Will Larkins who organised the biggest school walkout in Florida in one afternoon in response to the bill known as Don’t Say Gay.
- Emily Flores, a Mexican-American teen journalist and student at the University of Texas who founded the magazine that would become Cripple Media, a website by and for Gen Zers with disabilities, at only 15 years old.
“If there’s one thing this election has shown us, it’s that young people – especially young women – are harnessing their immense political power and flipping the script on how politics can and should be done, from voting to organizing to policy making,” stated Sara Guillermo, chief executive officer of Ignite. “We’re thrilled to bring this sentiment to life with No Masters Class by IGNITE, allowing Gen Z – the traditional mentees – to become the mentors and showcase how they use the tools at their disposal to create real change in their communities and at a national level. It’s this type of grassroots activism that Ignite hopes to fuel in Gen Z, with the ultimate goal of bringing about the next generation of political powerhouses.”
“Gen Z is a generation more disengaged from politics than any other, and for good reason: they don’t see themselves represented in our current political system, which is predominantly made of up of old, white, cis males,” added Marcos Kotlhar, chief creative officer, Le Truc. “With No Masters Class by IGNITE, we are bringing Gen Z voices to the forefront to show how the next generation of activists is outsmarting the political systems of yesterday – and how others can follow suit. Because as the old saying goes, if you want something done, you have to do it yourself.”
The pro-bono campaign in support of Ignite, has launched nationally in the US on digital channels including TikTok and YouTube, and is supported by guerrilla tactics in key markets including takeovers of traditional political campaign elements – including lawn signs, OOH ads and “I Voted” stickers that drive Gen Z to the No Masters Class by IGNITE content series and spurring their ongoing civic engagement.
Credits
Creative & Strategy: LE TRUC
Partner & Chief Creative Officer: Marcos Kotlhar
Associate Creative Director-Art: Paz Molina
Associate Creative Director-Copy: Chris Mendez
Senior Art Director: Lisa Eri
Senior Copywriter: Victoria Iles
Associate Art Director: Jay Do
EVP, Head of Production: Ryan Chong
Associate Producer: Ryan McNally
EVP, Managing Director: Megan Bundy
VP, Talent & Business Affairs: Kelly Ventrelli
Associate Business Affairs Manager: Jenn Jeudy
EVP, Head of Strategy: Ben Zumsteg
VP, Strategy Director: Lizzie Haykal-Manning
Strategy Director: Jared Grant
Senior Strategist: Lilly Gorman
Production: PUBLICIS GROUPE
Editor: Julia Marshall
Senior Motion Designers: Luis Villamil Boscan & Oscar Rodriguez
Production Manager: Luisa Galan
Post Producer: Paloma Bido
Production: TOOL
Directors: Bobby Louise & Brig
President: Dustin Callif
Managing Director: Nancy Hacohen
Executive Producer: Rob Sexton
Music: ORBITAL
Executive Producer: Alfonso Velez
Image Search: GOLICENSE
