Born Brave Bus Tour
Taking philanthropy to the streets
The mission of Lady Gaga’s Born This Way Foundation (BTWF) is to support the wellness of young people and empower them to create a kinder and braver world. But after a successful launch, the excitement reached a lull. To reignite the spark, we needed a way to organically foster a sustainable form of empowerment and activism.
Accessibility is key in encouraging people to participate and stay involved, so we decided to bring philanthropy to the local streets (and screens) of fans across America.
The Born Brave Bus Tour was an interactive, traveling experience that engaged Gaga’s “Little Monsters” (music fans) with an informational, pre-concert tailgate. Fans could learn more about the BTWF mission, connect with non-profits in their area, and meet like-minded youth.
A digital experience called Born This Nation complemented the tour, allowing fans to build their advocacy skills, learn when the bus would be in their area, and share their efforts (and artwork) to create a kinder, braver world.
The tour activated at 19 events across the country, touching the lives of 8,000 people in-person and over 325,000,000 online. One in three people were introduced to (and signed up with) local community partners including the YMCA, GLSEN, and Mentor USA.