Get to know our latest Champion for Good: Will Granberry! Will is a Brand Partnerships Manager at Brat, a company creating some of the internet’s best youth-centric video content. Recently, Brat partnered with the Ad Council’s Because of You campaign and helped the anti-bullying initiative reach a new Gen-Z audience. We sat down to chat with Will about advertising for social good, the best advice he’s ever received and more.
Question: How have you worked with the Ad Council? What campaign(s) have you supported and what was the project you worked on with us?
Will Granberry: Brat partnered with the Ad Council on an exciting and robust social activation surrounding their incredible Because of You anti-bullying initiative. The campaign, which reached millions of Gen-Z viewers, aimed to educate our audience not only on the importance of treating others with kindness and respect, but also to help them understand the magnitude of even the smallest actions. Our custom content included social-first videos on IGTV, plot line integrations into a marquee show, and original PSAs featuring top creators.
Q: How do you or your team integrate social good into your work, or how do you think your brand is making the world a better place?
WG: Brat’s shows are written for today’s kids and we work hard to make sure they are well represented. Our content is created to speak to the issues that matter most to our audience, in turn helping them to feel seen, heard, and inspired.
Q: Why do you think it’s important for brands to have a corporate social responsibility plan in the world we live in?
WG: Corporations have a great deal of power and influence in the digital landscape. Because of that power, it’s crucial that they do their part in making the world a better place. Additionally, Gen-Z has a higher level of social awareness than recent generations. I think it’s important that their favorite brands participate in corporate social responsibility.
Q: What was the greatest piece of advice someone gave you, and how did it end up helping you?
WG: I was once told that “perfect” is the enemy of the “good.” As a perfectionist, I can be short-sighted, so remembering this line helps me keep things in perspective.
Q: If you were giving a commencement speech to this year’s college graduates, what would you want them to know?
WG: Not to take things so seriously! I feel like the first few years out of college never go according to plan, so be gentle on yourself. Your self-discovery journey certainly doesn’t end at graduation.
Q: How has your organization improved or innovated the digital landscape in the last year?
WG: Brat has brought TV-quality content to the digital space, free to the viewer. Young kids are not watching traditional television, but their appetite for quality, scripted content is still very much alive. We’re breaking the traditional model by bringing them high-quality content to the platforms they’re already active on.
Q: What value(s) of your organization are you most proud of?
WG: Brat values kindness, compassion, and creating a platform for teens to share their experiences in a meaningful way. I’m proud to work for a company that puts people first.
Q: You’re planning a “Change the World” dinner party and you can invite anyone (living, dead or fictional). Who are three people on your list?
WG: David Sedaris, Rob Fishman, Beyoncé.
Q: In 40 years, what will people be nostalgic for?
WG: Text messaging! We’ll invent an even more seamless, instant means of communication and probably end up missing the days when you could take as long as you needed to respond.