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LIGHT OUR WAY 2021
Mission Statement: Celebrating hope, joy, and resilience of all San Diegans who are striving to make it through the uncertain times of COVID-19.
In the fall of 2020, SAY San Diego partnered with the County of San Diego to design a three-day campaign as a way to honor graduates who were embarking on a new chapter while in the midst of a global pandemic. The campaign expanded beyond the vision of graduates to include all San Diegans. As everyone was experiencing new changes and challenges, whether that be reentering the workforce, developing social anxiety or graduating.
The campaign was launched virtually with the support of San Diego Count Supervisor Nathan Fletcher. Light Our Way was designed to invite San Diegans to participate in a range of creative, family-friendly activities designed to generate a joyful spirit of civic pride in graduates, as they reflect on their academic achievements and prepare to embark on the next chapter.
Harnessing the power of social media, Light Our Way leveraged Instagram and Facebook to spread personal messages of hope and encouragement. By tagging their social media posts with the hashtag, #LightOurWay2020, residents and businesses generated a virtual wave of goodwill, transporting the energy of the campaign to an international audience.
