Without DEI, even the words that built this country fall apart.

Generation Z is the most racially diverse generation in American history, with nearly half of the Gen Zers identifying as non-white. The U.S. Bureau of Labor Statistics projects that by 2030, Gen Z will make up about 30%, nearly 50 million of the U.S. workforce.

When DEI disappears, everyone loses. Gen Z must take a stand. Our future is at risk.

Using phosphorescent light technology, we create a glow-in-the-dark campaign where the letters ‘D,’ ‘E,’ and ‘I’ gradually dim and disappear from key messages.This dynamic fading effect highlights how DEI is slipping from public discourse, yet remains present beneath the surface, waiting to be seen.

The contrast between illuminated and vanishing text compels viewers to actively notice what’s missing, sparking conversations about the urgent need to safeguard and uphold DEI.

Xinru Jiang | Strategy

Apurva Giri Sunder | AD

Ananya Sharda | AD

Ahalya Bahuguna | CW