Best Buy @15

Weber Shandwick works with Best Buy on the design and strategic implementation of an innovative social change platform aimed at empowering teens, called “@15.” Together, we have built a comprehensive program to reach and engage teens – and to give voice to their opinions and aspirations. Through the use of online profiles, viral videos, discussion boards and blogs – on www.at15.com – we have created a strong platform to engage teens around issues that they find important. In the first year of our partnership, we have also fielded two IMO (In my Opinion) teen surveys; created TSAs (Teen Service Announcements) with celebrities, elected officials and Best Buy employees; launched an innovative, online charitable giving program (@15 Change Exchange) that puts $1 million in the hands of teens; and through a partnership with Search Institute, released “Teen Voice 2009: The Untapped Strengths of 15-Year-Olds.” We’ve also assembled some of the greatest minds on teen issues to form an @15 Advisory Board. These advisors offer guidance on how @15 can best support teens and provide insights on how we can start a new conversation around teens as strengths. @15 has placed teens in the center of history-making events such as the Democratic and Republican National Conventions and the Inauguration of President Obama. Since public rollout of the program in October 2008 we’ve seen strong early adoption among Best Buy’s employees, over 20,000 teen members on at15.com, and the development of high-profile nonprofit partnerships, including DoSomething.org, Ashoka’s Youth Venture, the GRAMMY Foundation, American Red Cross, Communities In Schools, National Urban League and more.