Concept Campaign
“The future is learned here.”
A full-funnel campaign positioning free Gemini AI Labs inside all 73 Los Angeles Public Library branches as an everyday learning tool for Gen Z and Gen Alpha — reframing both AI and the public library itself as accessible, modern, and built for them.
Created for my USC Annenberg MA in Public Relations & Advertising comprehensive exam — a full PESO (Paid / Earned / Shared / Owned) strategy built around a concept partnership between Google Gemini and the Los Angeles Public Library system. Every deliverable below, from the creative brief through the SWOT, was researched, written, and designed solo.
The Brief
The Problem
AI is rapidly shaping education and the workforce, yet access to it remains uneven. Students in public school systems are frequent users of technology but rarely get structured exposure to how AI actually works. At the same time, public libraries — one of the few free, universally accessible community resources — are often seen as outdated. The students who'd benefit most from AI access are often the least likely to have it.
The Goal
Increase awareness and usage of free Gemini AI Labs inside LA Public Libraries — repositioning AI as an accessible, everyday tool and libraries as modern, innovative spaces for creativity and skill-building, so students move from passive consumers of technology to active creators.
Primary Audience
Gen Alpha and young Gen Z (ages 10–18) within the Los Angeles Unified School District — digital natives who are highly familiar with technology but lack structured access to emerging tools like AI, and who are curious and socially influenced but often intimidated by anything that feels advanced or exclusive.
Secondary Audience
Parents, educators, and community leaders, who shape access to educational resources and encourage participation in extracurricular learning — and who respond to tools with tangible academic and career benefits, especially inside safe, trusted environments like public libraries.
Explore the campaign
The PESO Breakdown
Four channels, each with its own deliverables. Start anywhere — or read straight through from Paid.
Paid Media
The creative brief behind the campaign, the reasoning for the tagline, and where the buy actually runs — timed to LA Metro's free student GoPass program.
- Creative brief
- Tagline strategy
- OOH, digital & print placement
Earned Media
"AI Is the New Literacy. Treat It Like One." — a CEO-bylined op-ed framing AI literacy as a public good rather than a product pitch.
- Thought leadership op-ed
- Media strategy note
Shared Media
"5 Things You Didn't Know You Could Do With AI — For Free, Right Here in LA," plus the four-post Instagram series and the LAUSD parent newsletter placement.
- Blog post
- Instagram series (4 posts)
- Newsletter design
Owned Media
A full SWOT on Alphabet and three strategic recommendations, each with the success metrics that would prove it worked.
- SWOT analysis
- 3 recommendations
- Success metrics
Appendix
Sources & Citations
Every statistic and source referenced across the campaign, in full.
Download citations (PDF)