In 2021, AskthePRGirl shifted ChooseATL’s strategic pillars and storytelling anchors to community, culture and careers. The focus for years was primarily on career opportunities. Qualitative research revealed that today’s culturally conscious consumer requires more than job perks and benefits when considering where to plant roots. Younger employees want to know that their comprehensive quality of life will meet their expectations. Translation: They need “cool” and “purpose”.

AskthePRGirl spearheaded development of 404 Day: “A Party with a Purpose” in partnership with Atlanta Influences Everything and Butter.ATL. The moment celebrated the unique attributes of the city while also giving back to the community. In addition to establishing and launching the annualized inaugural 404 Day Scholarship in partnership with the Atlanta University Center Consortium, she also led the team in designing a special edition “I Choose Culture” letterman jacket with proceeds also benefitting the scholarship. The jackets previewed during a private screening event with FX Networks and launched officially on 404 Day. The campaign reached national news and galvanized social with UGC still being published today.