Dear Friend,

It’s something DoSomething.org has known since its inception.

So do the Parkland students who created March for Our Lives.

Swedish environmental activist Greta Thunberg does too: Youth can be a powerful voice for social change and political activism and adults would be wise to pay attention to what they have to say.

It appears the powers that be are starting to get the message.

Mattel knew it was critical to involve kids as it designed its new gender-neutral doll, so it tested the dolls with families in seven states including children who identify as trans, gender-nonbinary or gender-fluid. In testing, the company found that kids born after 2010 (Generation Alpha) rejected labels regardless of their gender identity and were thrilled to have a doll that had no name and that they could transform as they desired. Mattel President Richard Dickson feels that engaging kids helps them stay in a sweet spot, “…we’re maybe a little behind where kids are, ahead of where parents are, and that’s exactly where we need to be.”

Love Your Melon’s Campus Crew program is comprised of 13,500 students nationwide at 840 different educational institutions, working together to improve the lives of children battling cancer. Crews earn credits each time that they gain a follower on social media, host a Swab Drive, or have an influencer post on their Crew’s behalf. Credits earn the students items like custom beanies or the opportunity to deliver hats to children in a local hospital.

Red Nose Day’s activation at Walgreens is focused on the retailer’s target demographic: moms with kids. The success of Red Nose Day is due, in part, to how simple the campaign makes it for moms to teach their kids about giving back in an accessible and fun way via a silly red nose, according to campaign spokespeople.

Do you engage youth in your cause? If so, how? If not, why not? Share your responses in this Facebook post.