Boys are falling behind in America. They are substantially more likely than girls to perform poorly in school, be diagnosed with ADD, drop out of college, abuse alcohol and drugs, and go to jail. A big part of their future success depends on the presence of mentors, but unfortunately, mentoring organizations are struggling to find men to serve as mentors. The central question behind the brief was: how can we increase rates of male mentorship?

• The Mentor Act appeared in a special issue of Esquire, designed to be torn out and mailed directly to your state representative; these were also complemented by banners on Esquire.com.

• We also ran a mini-documentary online and on the Esquire TV network; the film narrated how current prison inmates began their downfall with bad mentors, and how good mentors could prevent the incarceration of future generations.

• All media drove towards a website, TheMentorAct.org, where users could watch the documentary, read the bill itself, and ultimately, search for their local politicians and email them directly with the bill.

At TheMentorAct.org, visitors looked up politicians from 34 states, and took action to send the bill to representatives from 24 states and the District of Columbia.

We received over 1.3 million impressions, via print, banners, and online video

We were also featured by numerous publications, including The New York Times, Fast Company, and AdWeek.