Executives don’t tell the most powerful brand stories — they’re said by young leaders creating real change supported by those executives.

Nestlé was seeking to develop its CSR footprint while reinforcing its identity as a responsible global citizen. The opportunity? Give grants to kids to use the funds as they see fit in their communities across the US, and spotlight the untold stories of teenagers making a real difference.

Too many youth-focused CSR campaigns fall flat, either pandering or under-resourced. Nestlé needed a campaign with heart — but also legs: content that traveled, stories that resonated, and a movement that inspired.

My team developed the Very Best in Youth program — a nationwide call to honor student changemakers. Winners received funds for their chosen charity, earned national headlines (including USA Today, local media), recognition by local legislative leaders,  and they were celebrated in Times Square at a high-profile awards event with rapper Kool Moe Dee.

Media deliverables included:

• Press Release: Nestlé Very Best In Youth Program Honors 23 Teens

• Press Release: 25 of America’s Outstanding Youth Selected as the Nestlé Very Best in Youth

Return on Investment

Increased Nestlé brand favorability among parents and educators. Strong internal engagement across departments. And 100% of youth featured said they became more active leaders because of the program.