The JFK Library revives Kennedy's 'New Frontier' speech for a new generation
Latest work from the Martin Agency encourages people to submit their own ideas for America's future
Jul 15, 2020
The JFK Presidential Library and Museum Foundation has already had John F. Kennedy tweet from beyond the grave in a bid to bring words of wisdom to a new generation looking for political inspiration in the time of Trump. Now, it's turning to a famous Kennedy speech to encourage Americans to share their own visions about the country's future.
JFK's "New Frontier" speech led America to a higher minimum wage and landmark civil rights legislation, among other things. Now, in a new campaign from the Martin Agency titled "The New New Frontier," it aims to guide national conversation around how to “build back better” and confront “unconquered problems of ignorance and prejudice." Although not marketed as a pre-election campaign, its timing at a time when questions of social justice are dominating the political agenda seems particularly pertinent.
The campaign launches with a TV spot, seen here, as well as social posts, encouraging people to listen to an excerpt from the speech via the campaign landing page and then take to social media to share their visions for the nation using the #NewNewFrontier hashtag. The organization will distribute submissions to policy makers, nonprofits, thought leaders and other entities.