Young & Laramore

Building Tomorrow

Building Tomorrow is a non-profit organization dedicated to creating access to quality education for students in East Africa. The problem, is that the general pubic is largely overwhelmed by the idea of “helping Africa,” because it feels like an impossible task. But, that doesn’t make it any less important. Because right now, half the world’s children without schools to attend (33 million) live in Sub-Saharan Africa.

Enter Uneducate Yourself: a microsite that pulls in a user’s personal information (via Facebook) and changes the life they know to look like the life they’d have, if they never had a school to go to. It then produces a shareable infographic that users are encouraged to post to Facebook, Twitter and Instagram to spread Building Tomorrow’s message and ultimately grow its base of believers.


Differentiating a brand in a cluttered category: strategy, research, media planning and buying, broadcast, print, out-of-home, events, identity system, specialty collateral, digital and website