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

Published On
Jul 15, 2020

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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.


Jul 15, 2020
Client :
JFK Presidential Library and Museum
Agency :
The Martin Agency
EVP Chief Creative Officer :
Karen Costello
VP Senior Art Director :
Ty Harper
Planning Director :
Cecelia Parrish
VP Executive Content Producer :
Pamela Mahan
Content Producer :
Coleman Sweeney
Junior Content Producer :
Katie Morgan
VP Design Business Director :
Kim Zaninovich
Design Studio Manager :
Erada Svetlana
Graphic Designer :
Christian Leaf
UX Designer :
John McClaire
VP Account Director :
Lindsey Netto
Account Director :
Chloe Bos
Group Media Director :
Becca Grimes
Paid Social Manager :
Chris Tracy
Media Planner :
Kerry McNally
Assistant Media Planner :
Alex Ender
SVP Cultural Impact & Brand Communications :
Jaclyn Ruelle
Senior Executive, Cultural Communications :
Matt Kessler
Brand Communications Manager :
Katie Walley-Wiegert
VP Business Affairs Director :
Dusty Slowick
Associate Director Financial Affairs :
Kelly Clow
Project Manager :
Heather Hartman
Web Development :
One Pixel Off
Animation :
Joseph Ryan
Finishing :
Senior Flame Artist :
Chris Hagen
Flame Assistant :
Gary McHatton
Post Producer :
Katherine Leatherwood
Sound Design & Mix :
Echo Ark

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