JFK Library Foundation We Choose 2

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A voice from the past inspires a new generation

To mark the 60th anniversary of President Kennedy’s “Moonshot” speech, the JFK Library Foundation asked us to help connect with a new generation. Like Kennedy, the Foundation hoped to rally younger people—America’s future—to dream big as they faced modern challenges and embraced new ways to communicate. Our approach combined JFK’s words with Gen Z’s most powerful podium, TikTok, to remind us all that some messages are timeless. And anything is possible.

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We Choose 2 is a digital-centric initiative that used music, technology, and social media to speak directly to Generation Z and ask: How will you choose to change the world?

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For the first time, the JFK Library Foundation authorized the altering of JFK’s voice, which was remixed into a music track by Safari Riot and optimized for use as a TikTok sound. Check out the sound page on TikTok, here.

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We gave the track to influential content creators, had them use it to declare their “moonshot,” and invite their followers to do the same.


Ad-supported content reminded people of the power of the speech, gave our remix track broad exposure, and helped drive conversations around the program hashtag #WECHOOSE2

A companion site was built to gather curated social content, connect participants to Kennedy’s legacy, and inspire them to share their goals.

With a launch that included President Biden celebrating the speech (and sharing his “moonshot” about cancer research), the We Choose 2 program continued to grow. Within the first 100 days, the initiative more than tripled the client’s goals of engagement and participation, while increasing their TikTok following by nearly 400%.


  • Creative
  • Strategy
  • Social
  • MLPR


  • Boston


  • Non-Profit