Brand: OpenAI and The New York Public Library
My Role: Strategy, Research, Copywriting, & Art Direction
Problem: On paper Libraries and AI are diametrically opposed but together they can help Gen Z who battle online misinformation daily and are dealing with social anxiety and lack of third spaces.
Target Audience: Socially anxious Gen Z youth who are susceptible to online misinformation and device dependency while yearning to unplug and find methods and spaces to foster real relationships.
Insight: Devices offer Gen Z a reliable but false safety that harms them because control feels better than finding real relationships and their own truth.
Big idea: When fact checking and social media literacy become fun, humorous and gamified it breaks down barriers to participating and leads to socializing, learning and impact in an organic way.
Quest 1 - Chick-fil-A x OpenAI x NYPL
Quest 2 - Liquid Death x OpenAI x NYPL
Quest 3 - The MoMA : Keep Asking Why
Cultural Touchpoint: Art
Execution: Modern Performance Art/ Cultural moment / MoMA prizes / Leads to NYPL
Quest 4 - Sharpie: Caps off for No Cap
Cultural Touchpoint: Unplugged Journaling
Execution: DIY Pop-up / Limited Edition Collectible Journal / Leads to NYPL
The Research Shows:
80% of teens on social media encounter conspiracy-theory content, with 51% seeing it daily or weekly. (1)
41% of teens have encountered real images or videos presented in a misleading way. (2)
35% of teens say they have personally been misled by fake content online. (2)
22% of teens have shared content they later learned was fake. (2)
Fact-checking works. Just six digital-literacy lessons made students 2× more likely to recognize questionable websites.
Source: News Literacy Project, 2024; Common Sense Media, 2025; Stanford Graduate School of Education, 2022.
(1) Source: News Literacy Project, News Literacy in America: A Survey of Teen Information Attitudes, Habits and Skills (2024), nationwide survey of 1,110 teens ages 13–18
(2) Source: Common Sense Media, Teens, Trust, and Technology in the Age of AI (2025), page 3.
Social media culture is riddled with harmful and misleading information, so let’s help
gen z unplug while learning interactive and engaging ways to “cap-check”.
