The Grads of Life PSA campaign and platform seeks to drive employer demand for the 5.6 million disconnected young adults, our nation’s “opportunity youth.”
Following the successful Youth and Business Toolkit, an innovative online tool that Opportunity Nation launched in partnership with Gap, Inc. and the White House Council for Community Solutions, Year Up, Opportunity Nation, the Ad Council, Arnold Worldwide, MENTOR, and the Employment Pathways Project launched a new public service announcement (PSA) campaign, Grads of Life, that addresses the growing divide between disconnected youth (opportunity youth) and employers who need their talent.
The goal is to drive employer demand to work with opportunity youth and leverage their potential to fuel business growth. To activate employer demand, the campaign seeks to:
- Shift perceptions of disconnected youth to essential economic assets (opportunity youth)
- Change business practices so that employers of all sizes engage in mentoring, internship, and hiring initiatives that target opportunity youth
This campaign offers unprecedented potential to catalyze broad employer leadership in addressing a social issue that affects all of us. It is a chance to transform the lives of millions of young adults and empower businesses to develop the skilled workforce they need in order to thrive in the 21st century economy.