Piedad Rivadeneira

Ashoka is an international organization that focuses on shaping a global, entrepreneurial, competitive citizen sector — one where “Everyone is a Changemaker.”

The objective of “Be the Change” is to spread the belief that anyone and everyone can be an agent of change — a change maker — from a curious child, to a blue-collar worker, to an innovative business entrepreneur. Through a print campaign, Ashoka intends to inspire the public to be part of social change, whether by donating time or money to Ashoka, learning about Ashoka's various programs and initiatives or by applying to be an Ashoka staff or fellow. In order to extend the message that everyone can be a change maker and to provide inspirational role models, the campaign showcases average, common people as well as innovative and entrepreneurial citizens.

The "Be the Change" print campaign will represent the first public advertising initiative by Ashoka in the U.S. The goal is to increase the number of Ashoka staff and fellows and to raise public awareness about the power of society that features an increased proportion of change makers.