@15 is a Best Buy philanthropy program that is focused on support of adolescents on local and global levels. The goal of @15 is to ensure opportunities to further education, life skills, leadership and relationships for the young adult. @15 is a beneficial platform for kids at the stage where creative and financial support is lower than at any time of a child’s life.

The @15 identity was created to inspire, empower and motivate teens who are ready to make an impact in their schools and communities and far beyond. The visual of a young adult breaking through with raised hand creates a graphic “15” –the median age of an adolescent. The digital form of the at sign suggests the very digital world these kids live in and the interactive medium that drives the @15 efforts and the Best Buy brand. The @15 identity system plays out in different color variations to establish a brand with focused areas of support.

Since implementation, the program has been very successful in giving teens, from all over the country, opportunities through the @15 fund. To date, the campaign has raised one million dollars for nonprofits on both local and global levels. Celebrities such as Common, Taylor Swift, Magic Johnson and Ludracris have also lent their support to the program.