Task:

Restore respect, knowledge, understanding and balance to the Constitution. 

Situation:

Brand: Only political extremists care about the Constitution. 

Society: America has lost the “social capital” that once bound the country together into a united whole.

Individual: Nobody feels a sense of civic duty - JFK’s mandate to ask “what you can do for your country” is forgotten.

Solutions:

Establish knowledge of the Constitution as a source of social currency.  

Transform perception of the Constitution as a symbol from divisive to uniting.

Build tools based on the Constitution that empower citizens to participate more in society.  

Strategy: 

In a country with no common belief system, faith in the Constitution is the glue that holds US together.

Creative Concept: Automatic Upgrades

We all must adapt to survive.  The constitution has lasted this long because it’s adaptable. Change is built into it in the form of elections, term limits, etc. But we must do the work to make the upgrades.