Kevin Bacon, April 2025
Kevin Bacon is famously at the pop culture epicenter of an endlessly expanding empire of connected dots.
Now SixDegrees.org, the national nonprofit the Golden Globe-winning actor, musician and philanthropist founded in 2007, is connecting other nonprofit organizations with creative agencies that will develop advertising campaigns to amplify their work at no cost.
SixDegrees.org is partnering with Advertising Week, the platform for the global marketing, content, technology and media industries, to launch Purpose, Produced. The initiative will select six nonprofit organizations and pair each with a different agency that will provide resources typically available only to large brands, enabling them to launch nationwide campaigns that amplify their messages and further their causes.
At the heart of the campaign is the ethos of collaboration to drive social good.The six chosen organizations will receive a bespoke creative strategy, promotional materials and millions of dollars of media across TV, online and billboards throughout the U.S.
“We’ve seen again and again that nonprofits don’t lack heart or great ideas—they lack access. To give them the same creative firepower that global brands get? That’s not just equity, that’s transformation waiting to happen,” Bacon tells Forbes.
“I’ve always believed that the arts, and especially storytelling, can shift perspectives and spark action. This campaign isn’t just about awareness; it’s about giving nonprofits the ability to break through the noise and deeply connect with people who can help move their mission forward. Purpose, Produced reminds us that when creatives and causes collide, they don’t just make ads, they make impact. It’s exciting to think what these partnerships will unlock.”
To qualify, nonprofits must have programming that fits into at least one of SixDegrees.org’s four pillars: youth empowerment, justice and equality, improving sustainable living environments, and emerging crisis. Organizations must also operate with an annual budget of less than $3 million dollars.
Applications are open at SixDegrees.org or AdvertisingWeek.com between April 23 and May 22. The six selected organizations will work with a creative agency between July and October and the campaigns will be previewed at Advertising Week New York, October 6-9, 2025.
“Partnering with Kevin Bacon and the team at SixDegrees.org has been a reminder of what’s possible when purpose and platform align. AWNewYork is about doing the work, not just having the conversation. It is our hope that the industry will join us in being the change that we’d like to see,” says Michael Gewirtzman, global vice president, programming, Advertising Week.
The initiative is launching at a time when many nonprofit organizations are facing a steeper uphill climb with regard to resources and renown.
“Nonprofits are being asked to do more with less—less staff, less funding, less attention. But they’re tackling the biggest issues of our time. Purpose, Produced isn’t just a lifeline for them—it’s an invitation for agencies to unlock purpose-driven work that inspires their teams, builds brand reputation, and opens new doors,” says Stacy Huston, executive director or SixDegrees.org.
“Doing good is good business. When companies create opportunities for their employees to work on campaigns with real impact, retention goes up, creativity flourishes, and clients notice. The data’s clear—consumers want to support companies who stand for something. Campaigns like these create culture inside the agency and trust outside of it.”
Watch Bacon and Huston announce Purpose, Produced here.
