generation On

A Lifetime of Helping Others Begins Here

Ambition      

After acquiring Children for Children, a community service organization founded by a former First Lady of New York, the Points of Light Foundation needed to integrate the organization with their pre-adult “products” – Kids Care Clubs, HandsOn Schools and HandsOn Action Center-driven kids programs – to grow awareness and successfully engage teens, tweens and younger children, secondary audiences of teachers, school administrators and parents, as well as prospective funders.  

Action

We jumped at the opportunity to solve the thread-the-needle task of creating a stereotype-snapping entry-point to successfully engage each of these client audiences. 

Knowing pre-adults prefer not to be lumped together with labels such as children or youth or kids – while also recognizing their almost-adultness– we navigated this delicate balance by drawing upon a whitespace opportunity, the power of the innate human need to help others. 

We created new brand assets as communications tools, including a new enterprise name, generationOn, placing power directly in the hands of the primary pre-adult audience, framed to to "make your mark on the world" through new online, social and digital tools.

Results

generationOn has quickly grown beyond its New York City origins to become a global service movement igniting the power of all pre-adults to Make Your Mark on the Worldsymbolized by new visual identity, now a leading brand asset of Points of Light.

generationOn attracted Hasbro as its strategic philanthropic partner, cable’s Discovery Family Network as broadcast content partner, reaching over 60 million U.S. households, and The Walt Disney Company as leadership sponsor.

generationOn was honored with a White House event co-hosted by President Barack Obama and former President George H. W. Bush.

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building-front
443 Park Avenue South
11th Floor
New York, NY 10016

(212) 300-3760