SixDegrees.org and Advertising Week Partner for Second Cycle of Purpose, Produced

Initiative matches nonprofits with creative agencies to develop pro bono advertising campaigns

Published on Feb. 23, 2026

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SixDegrees.org, the nonprofit founded by actor Kevin Bacon, and Advertising Week are launching the second round of their Purpose, Produced initiative. The program pairs selected nonprofit organizations with creative agencies to develop pro bono advertising campaigns that amplify the nonprofits' messages and further their causes. The initiative provides resources usually only available to large brands, enabling the chosen nonprofits to launch nationwide campaigns.

Why it matters

The Purpose, Produced initiative aims to empower smaller nonprofits by giving them access to professional advertising and marketing expertise that they typically cannot afford. This helps the organizations reach wider audiences and increase awareness and support for their important work in the community.

The details

For the second cycle of Purpose, Produced, nonprofits with annual budgets under $3 million and programming that aligns with SixDegrees.org's four pillars (youth empowerment, equality and justice, sustainable environments, and emergent issues) can apply online between February 23 and March 20. A panel will select the winning nonprofits, who will then be paired with creative agencies chosen by Advertising Week and SixDegrees.org for their expertise in driving meaningful change. The nonprofit-agency pairs will collaborate starting in July, with the campaigns previewed at Advertising Week New York in October.

  • The application period for nonprofits runs from February 23 to March 20, 2026.
  • The nonprofit-agency pairs will begin collaborating in July 2026.
  • The campaigns will be previewed at Advertising Week New York from October 5-8, 2026.

The players

SixDegrees.org

A national nonprofit founded by actor and philanthropist Kevin Bacon that focuses on youth empowerment, equality and justice, sustainable environments, and emergent issues.

Advertising Week

The premier platform for the global marketing, content, technology and media industries, partnering with SixDegrees.org on the Purpose, Produced initiative.

Kevin Bacon

Actor and founder of SixDegrees.org, emphasizing the importance of collaboration in driving social good.

Stacy Huston

CEO of SixDegrees.org, stating that Purpose, Produced has opened transformational opportunities for participating nonprofits.

Michael Gewirtzman

Global Vice President of Programming at Advertising Week, expressing gratitude for the partners and excitement to continue the Purpose, Produced initiative.

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What they’re saying

“When you have a cause in your heart, you're not necessarily going to be an advertising and marketing genius. For these creative experts to be able to be a positive force in the community and share what they have trained or studied or spent the 10,000 hours learning how to do for somebody else gives back in a great way.”

— Kevin Bacon, Actor and founder of SixDegrees.org

“The connections Purpose, Produced builds and what this initiative makes possible are the foundation of what SixDegrees.org is all about. Relationships that strengthen grassroot nonprofits' marketing and storytelling capabilities while infusing cause and mission into the day-to-day of talented creatives–it doesn't get much better.”

— Stacy Huston, CEO of SixDegrees.org

“We're incredibly grateful to the partners who helped lay the foundation and believed in this from the start. It means a great deal to continue this work with Kevin Bacon and the team at SixDegrees.org. What began as a shared idea has turned into real momentum. As we step into this next phase, we're proud to build on it together, and hopeful the industry continues to move forward with us.”

— Michael Gewirtzman, Global Vice President of Programming at Advertising Week

What’s next

The nonprofit and agency pairs will begin collaborating in July 2026, with their campaigns previewed at Advertising Week New York from October 5-8, 2026.

The takeaway

The Purpose, Produced initiative demonstrates the power of collaboration between the private and nonprofit sectors. By providing smaller nonprofits with access to professional advertising expertise, the program helps amplify their important messages and expand their reach, ultimately driving greater social impact.