After extensive research and collaboration with the Peace Corps, Ogilvy discovered that while many Millennials want to do good in the world, what sets those most suited for Peace Corps service apart is their desire to experience a more authentic and meaningful human connection as part of their contribution to the world. When it comes to committing to service, they are motivated by the challenge and opportunity inherent in the Peace Corps experience: directly helping people when and where they need it, and in return, learning from people about their world. This insight led to our understanding that the Peace Corps’ role is as a catalyst, empowering young adults as change agents to act on their vision for a better world.
Throughout it all, Ogilvy collaborated with the Peace Corps to help manage change and introduce internal stakeholders to the audience insights and new brand platform, which included key messages and a refined voice for communicating the brand’s promise to Millennial audiences.
