LA 2019

‘Against the ruin of the world, there is only one defense: the creative act.’

– Kenneth Rexroth

Good is the New Cool presents a new kind of gathering, providing attendees from the worlds of brands, non-profits, and culture with inspiring talks, learning experiences, and a warm, inclusive community.

Join Us!

Saturday, March 2
Toms HQ
Los Angeles

MARKET
LIKE YOU
GIVE A DAMN.

Afdhel Aziz and Bobby Jones’ book, ‘Good is the New Cool,’ has gained worldwide recognition since being published in 2016. This March, they are taking it to the next level with Good is the New Cool LA 2019.

The book not only inspired global change-makers in the worlds of business, philanthropy, and culture to ‘think transformationally, not transactionally,’ but also in a way that optimizes the lives of people.

Learn more about the book
Learn more from podcasts

Meet Afdhel Aziz
Meet Bobby Jones

A MESSAGE
FROM OUR HOSTS

For the past three years, we have been on a journey to build a Good is the New Cool gathering because we are passionate about helping business leaders and culture creators use their talents, resources, and influence to impact a greater good. Our mission is to empower you with the tools and resources you need to be world changers. Thanks to the bestselling book ‘Good is the New Cool’, we have met and helped tens of thousands of people around the world to make money and do good while harnessing the power of cool.

In the next step in this journey, we are excited to join forces with our partners-in-good, The Participation Agency, to bring members of this movement together. On Saturday, March 2nd at the TOMS headquarters in Los Angeles, we are inviting you to join 150 extraordinary citizens – all united by the desire and the courage to transform our world for the better.

Sparked by inspiration from our curated speaker lineup, our immersive activities and performances, we want you to walk away with new ways of thinking, proven models of success, practical tools, and the essential allies you need to help bring those ideas to life.

We invite you to join us. Let’s change the world.

Afdhel, Bobby, Jessica & Ruthie
Read more about social impact in Los Angeles in Afdhel’s recent Forbes article:
Why Los Angeles is the Silicon Valley of Social Impact

SPEAKERS

Good is the New Cool 2019 celebrates the passionate voices of game changers in every industry who are paving their own path where there’s no rule book and no limits.

EDNA CHAVEZ
March for Our Lives
Edna Lizbeth Chavez is a social justice activist, supporter of immigrant rights and a survivor of gun violence, who in 2018, headlined and delivered a powerful speech at the March for Our Lives rally in Washington, D.C. Born and raised in South Central Los Angeles, Edna is a 18-year-old freshman at California State University Los Angeles pursuing a degree in the medical field. She is also an alumna of Community Coalition’s youth program, South Central Youth Empowered through Action (SCYEA), a program that focuses on developing the next generation of leaders and empowering Black and Brown youth in South LA to push for policy changes that benefit their community. She plans on continuing to advocate for social change by using her story and experiences to bring a light to the injustices faced by her community.
Maya Smith has over a decade of experience in youth empowerment and civic engagement, and is currently the Executive Director of Born This Way Foundation. Founded by Lady Gaga and her mother, Cynthia Germanotta, Born This Way Foundation is committed to supporting the wellness of young people and working with them to build a kinder and braver world.
Eunique Jones Gibson is a creative visionary, cultural architect, social activist, and currently the founder and publisher of ‘Because of Them We Can,’ an award- winning campaign and platform that reaches millions of people online each month with custom and curated content that amplifies good on a daily basis. Offline, Eunique extends the mission of Because of Them We Can with a monthly subscription box that helps thousands of young people learn and celebrate Black history and excellence beyond February. She is also the founder of Dream Village, a members only co-working space where dream driven people gather, share and help one another in their individual and collective dream pursuits.
Zeppa Kreager is the Director of the Creative Alliance at Civic Nation, where she harnesses the power of marketing and entertainment industries to support the Civic Nation Initiatives. They work on campaigns like “It’s On Us,” working to end sexual assault on college campuses and “#VoteTogether,” helping communities throw voting parties to turn election day into a celebration. Prior to joining the Creative Alliance, Zeppa worked in politics most recently serving as the Director of Public Engagement in the White House for Vice President Joe Biden.
Jessica Resler’s professional mission is to drive progress through creativity. As co-founder and Chief Creative Officer at The Participation Agency, she applies her tenacity for new thinking across several mediums including immersive and experiential design, graphic and content creation, art-driven environments, and emerging technologies. She conceptualizes and deploys award-winning, owned experiences for the PA such as Basecamp— a series of artist homes for creatives, set in emerging markets. Jessica and her cofounder are also behind “Let’s Work”, a monthly gathering for women to rethink networking and forge professional alliances.
Amy Smith joined TOMS in 2016 as Chief Giving Officer to oversee all aspects of TOMS Giving. She manages 70+ global giving partners, measures the giving program’s impact, coordinates experiential engagement with internal and external partners, and leads employee Giving Trips to the regions where TOMS gives. TOMS provides shoes, sight, and water as part of Giving Partners overall health and education programs to help drive meaningful impact and engage the community.
Dr. Emily Musil Church is the Executive Director of the Global Learning XPRIZE, and also works on education and outreach for the Foundation. Dr. Church has a Ph.D. from UCLA, and serves on the OECD’s Senior Advisory Group for Blended Finance and the Advisory Board of the Center for Technology & Workforce Solutions.
With over 25 years of experience in business development, program design, and strategic management, Ms. Tata oversees XPRIZE’s global impact strategy ensuring that impact is incorporated into all facets of the organization’s work. To that end, Ms. Tata leads XPRIZE’s innovative ImpactMaps practice area, which incorporates foresight techniques to generate breakthroughs across multiple domains, oversees new prize design with an eye toward strategic trajectory for impact, and ensures that post-prize initiatives lead to impact at-scale. Additionally, Ms. Tata leads XPRIZE’s future foresight work to help partners map the emerging landscape to identify challenges, uncover opportunities, and spot breakthrough innovations for transformative change.
Sam Polk is the Co-Founder of Everytable, a revolutionary restaurant based in Los Angeles. Its mission is to bring healthy, affordable food to every table in the country. Everytable is built on the belief that every life is equally important. Before Everytable, Polk founded a nonprofit called Feast, to address food-related health problems in South Los Angeles, where diseases like obesity and diabetes are alarmingly high.
JUSTIN DILLON
Founder of FRDM
Justin Dillon is an author, artist, entrepreneur, public speaker and the founder of FRDM, a software company that measures social risk in the supply chains of Fortune 500’s, governmental agencies, educational institutions and more. Justin has worked in some of the poorest regions of the world and understands how lack of transparency around issues like modern slavery hurts people and business. In 2011, he partnered with the Obama Administration to build a consumer platform to educate consumers on their slavery footprint, which reached over 30 million global buyers winning both at Cannes Lion and SXSW. He’s convinced that 99.999% of people want to purchase from businesses that share their values, they just need a way to do it.
PACO CONDE AND
BETO FERNANDEZ

Founders of Activista LA
Headquartered out of Los Angeles, Paco Conde and Beto Fernandez are the founders of Activista; a creative company committed to driving social, cultural and economic change through the power of Extraordinary Ideas. Their partnership has taken them to three of the most important markets in the marketing industry – USA, Europe and Latin America. They are also behind some of the most extraordinary and award- winning ideas of the last few years, including Real Beauty Sketches – a social experiment for Dove which became the most watched ad ever on YouTube. Paco and Beto have been recognized as the Most Awarded Creative Directors in the World three years in a row; and were included in the 100 Top Creative People in the World list by Forbes magazine last year.
Robert Egger is one of the most experienced and provocative voices in the non-profit world. He founded the D.C. Central Kitchen, the Campus Kitchen Project, and the L.A. Kitchen, which have collectively produced over 45 million meals and helped over 2,000 individuals attain jobs. He has received dozens of awards over the years for his ideas and work, including being named a Point of Light, an Oprah Angel and a Washingtonian of the Year. He is now the Founder of F***ing Shit Up, dedicated to inspiring a new generation of non-profit leaders.
Josh Cohen is the Co-Founder and Managing Partner of City Light Capital. Josh turned to impact investing before it had a name, combining his experience as a venture capitalist, technology company executive, and family office CIO with his values. Thus, the idea for City Light was born: partnering with experienced entrepreneurs using technology to generate significant financials returns while having a measurable social impact. As a father of three boys, Josh’s sense of urgency to address issues such as education for underserved communities, tackling the global climate crises and keeping families safe has only continued to grow.
Architect David Hertz is the founder and president of David Hertz FAIA Architects, Inc. and S.E.A., the Studio of Environmental Architecture, which he established as Syndesis in 1984 and recently launched skysource.org in 2016. David has been serving on the Task Force of the Environment for the City of Santa Monica for over 20 years, and serves on the board of directors of Heal The Bay. He is involved in numerous social and environmental non-profits, providing pro-bono services, including founding the GO Water Initiative with the Go Campaign where he is bringing Skywater atmospheric water generators through skysource.org to address water scarcity and water quality worldwide.” In 2018 David led his team to win the Water Abundance XPRIZE.
President and CEO of award-winning creative agency Mekanism, Jason Harris works closely with brands through a blend of Soul and Science to create shareable and provocative campaigns that engage audiences. Under his leadership, Mekanism was twice named to Ad Age’s Best Places to Work list, Agency A-List, Creativity’s Creative 50 and the Effie’s “Most Effective Independent Agencies.” Harris has been named number five on the list of the “Top 10 Most Influential Social Impact Leaders,” as well as the 4A’s list of “100 People Who Make Advertising Great.”
Ajay Relan is currently the owner / operator of popular Los Angeles sports bar and restaurant The Parlor Hollywood, as well as The Parlor LAX. He recently opened the first of several Hilltop Coffee + Kitchen in South LA to bring healthier options and good vibes to underserved communities. He is also a founding General Partner at Queensbridge Venture Partners (with rapper, Nas) as well as the co-creator of #HashtagLunchbag, a social media based movement that empowers individuals in their local communities to organize parties with a purpose and feed those in need.
Crystal Ortiz, a Southern California native and Chapman University Alumni has over a decade of experience producing large scale experiential events in Los Angeles and around the world. Most notably Crystal has worked with Michael Kors, Gap, Ford, Chevrolet, Warner Brothers, ABC, Pandora and her work was seen at acclaimed conferences such as Coachella, SXSW, CES and NY Fashion Week. She founded Twice New after noticing a gap in the industry in relation to what happens to so many items after an event is over. Twice New is a Non-Profit that empowers event producers, restauranteurs, hotel owners and everyday people to rethink the way they deal with unwanted perishable and non-perishable items. We work with these groups to pick up these items and bring them to local organizations in need. Crystal believes it’s her extensive knowledge of the intricacies of event production that will help her to reshape the conversation around events and donation.

INSPIRING TALKS & IMMERSIVE WORKSHOPS

AROUND KEY PRINCIPLES
OF THE BOOK

KNOW YOUR PURPOSE

HOW TO DISCOVER, DEFINE AND UNLEASH THE POWER
OF PURPOSE TO INSPIRE EMPLOYEES AND DRIVE GROWTH.

INSPIRATION SESSION

Justin Dillon,
FRDM

A professional musician turned filmmaker and social entrepreneur, Justin Dillon is the founder and CEO of FRDM (pronounced free•dom), an award-winning platform that brings together consumers, organizations, and businesses to disrupt the $150 billion business of human trafficking. He is also the author of the best-selling book ‘A Selfish Plan To Change The World.’

INNOVATION SESSION

FRDM

Justin Dillon takes you deeper into how FRDM works with major brands, sharing success stories and insights. If you or your company would like to find out more on how to partner with FRDM to end modern-day slavery, this is the session for you.

INNOVATION SESSION

Let’s Work

Do you want to have meaningful connections with women who are interested in helping each other? Jessica Resler, Creative Director of The Participation Agency, and one of your GITNC 2019 hosts, is here to help. In this session, we’ll discuss the idea of passing a hand down and up to create change. Let’s Work is a monthly coalition for women who work, hosted by experiential marketing agency, The Participation Agency, with monthly community events held in New York and Los Angeles. The Let’s Work community is setting the tone for a new era of female rights where they mobilize together, building their networks and dominating in the fields of creativity, communications and entrepreneurship.

THINK CITIZENS, NOT CONSUMERS

HOW TO ENGAGE WITH AN AWAKENED AUDIENCE WHO ARE EAGER
TO PARTICIPATE IN SOLVING SOCIAL AND ENVIRONMENTAL PROBLEMS.

INSPIRATION SESSION

Lessons Learned From L.A. Kitchen

Robert Egger founded L.A. Kitchen whose motto was ‘Neither Food Nor People Should Go To Waste,’ an ambitious and inspiring social enterprise to fight food waste, train workers from the formerly incarcerated to kids aging out of foster care, and feed seniors nutritious, healthy meals. But after six years of operations, it closed on November 1, 2018. Now for the first time, he reveals the story of what happened, and the lessons and insights he learned along the way on how to deal with its failure.

INNOVATION SESSION

How to Rise Up When You Get Knocked Down.

If you’re a social entrepreneur or non-profit leader who wants advice, Robert Egger is here to help. After decades of experience on the frontlines of the non-profit world, he is now the Founder of F***ing Shit up’, dedicated to inspiring a new generation of leaders. If you want to talk policy changes, deal with difficult donors, start a new philanthropic revival or organize nonprofits to maximize their political rights, this is the session for you. No holds-barred, honest and from the heart, consider this a Masterclass on how to f*** shit up for good.

INNOVATION SESSION

City Light Capital

Do you want to make a difference via capitalism? Josh Cohen believes that how you make money (and what you do with it once you have it) matters and wants to help improve the world, now. Prior to founding City Light, Josh led direct investments and worked in venture capital, and was a Partner in a private debt fund. He co-founded (and is a Board Member of) The ImPact, a member network whose mission is to inspire families to make more impact investments in an effective way. Learn more about measuring your impact in this session with Josh from NYC based firm, City Light Capital.

INSPIRATION SESSION

Food is the New Cool

Join us for a fascinating discussion on the power of food to drive social impact in Los Angeles, with Sam Polk from Everytable, Crystal Ortiz from Twice New, and Ajay Relan from Hashtag Lunchbag.

INSPIRATION SESSION

Eunique Jones Gibson

Eunique Jones Gibson is a creative powerhouse for good. A Visionary, Cultural Architect and Social Activist, Eunique is the creator Because of Them We CanTM (BOTWC) an award-winning campaign and platform that reaches 60MM people per month with custom and curated content that extracts and amplifies the good on a daily basis.
 Eunique will share how her belief in the power of people, purpose, laughter, chocolate, and the relentless pursuit of dreams has helped her to build BOTWC from an idea into one of the most trusted and celebrated media platforms in the country.

DON’T ADVERTISE, SOLVE PROBLEMS

HOW BRANDS AND NON-PROFITS CAN COLLABORATE TO GO BEYOND ADVERTISING AND ACTUALLY SOLVE PROBLEMS IN PEOPLE’S LIVES.

INSPIRATION SESSION

Beto Fernandez & Paco Conde, Activista

Join Paco Conde and Beto Fernandez, founders of Activista, a creative company committed to driving social, economic and cultural change through the power of ideas. Paco and Beto are behind some of the most extraordinary and award-winning ideas of the last few years, being recognized by the Cannes Report among the Most Awarded Creative Directors in 2013, 2014 and 2015 (including Dove Real Beauty Sketches for which they won the Cannes Lions Grand Prix.)

INNOVATION SESSION

Activista

Join the award-winning founders of Activista, a creative agency whose motto is ‘Extraordinary Ideas for Extraordinary Times,’ for a masterclass on their groundbreaking approach to their work, focusing on how to create powerful initiatives that inspire people and provoke change, centered around their mantra ‘ACTS NOT ADS.’ You can also join them to find out how to help take their groundbreaking platforms like ‘Immortal Fans’ and ‘United States and Oceans Project’ to even wider audiences worldwide.

INSPIRATION SESSION

Zeppa Kreager, Civic Nation
and Jason Harris, Mekanism

Join Zeppa Kreager and Jason Harris from The Creative Alliance, a band of creative and communication experts who use their powers for the good of the country. The advertising and media world is at the cutting edge of social influence—and in today’s social climate, it’s time to use that power to change the world. Zeppa and Jason share insights and lessons on two of their recent initiatives – the ‘It’s On Us’ campaign to end sexual assault on college campuses, which features high profile supporters from Lady Gaga to Vice President Biden, as well as ‘#VoteTo-gether,’ an innovative way of making voting more celebratory and fun to drive turnout.

INNOVATION SESSION

Creative Alliance

If you’d like to join the Creative Alliance, or offer your talents to help either the ‘Its On Us’ or ‘#VoteTogether’ campaigns, then this is the place for you. Join Zeppa as she dives deeper into plans for 2019 and ways in which brands, non-profits and culture creators can participate to help make the initiatives even more powerful.

INSPIRATION SESSION

Making the Impossible, Possible

Join Zenia Tata, Chief Impact Officer of XPRIZE as she talks to David Hertz and Dr. Emily Church.

David Hertz will share his journey to create his invention that won the $1.75 Water Abundance XPRIZE, powered by the Tata Group and Australia’s Aid Program. The winning device, WEDEW, can extract 2,000 liters of water a day from the atmosphere (enough for the daily needs of around 100 people), while using clean energy, and costing no more than 2¢ a liter.

Zenia Tata will also speak with Dr. Emily Church about the $15M Global Learning Education XPRIZE, a global competition to create cutting-edge learning software designed to reach the 250 million children around the world who cannot read, write, or do basic math. There are currently 5 finalist teams competing for a $15M prize purse put up by Elon Musk, and who are currently conducting field tests across 150 villages in rural Tanzania. The finalist teams’ software will be open source, which means the code and data will be freely available for anyone, anywhere in the world to build upon. When XPRIZE announces the winner in May 2019, the real work begins. Learn how YOU can be a part of this global revolution in learning.

INNOVATION SESSION

Global Learning XPRIZE

Join Zenia Tata and Dr. Emily Church to learn more about how you can collaborate and help with the $15M Global Learning XPRIZE, a global competition to create cutting-edge learning software designed to reach the 250 million children around the world who cannot read, write, or do basic math. Be a part of this global revolution in learning.

LEAD WITH THE COOL, BAKE IN THE GOOD

HOW THE POWER OF COOL (STORYTELLING, DESIGN, ART)
CAN HELP INSPIRE PEOPLE TO DO MORE GOOD.

INSPIRATION SESSION

The Power of Kindness

The purpose of the Born This Way Foundation is to create ‘a kinder, braver world.’ Join Executive Director Maya Smith to find out how this ground-breaking organization leverages the power of cool via its founder and patron Lady Gaga to create social and cultural capital, and leverages it against the transformative power of kindness.’

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