For the 2024 National Student Advertising Competition (NSAC), we were given the task to increase cold water washing behaviors of 18-35 year old consumers by 75% by 2030. The Generation Cold campaign is designed to appeal to Gen Z and Millennial consumers with a broad, optimistic message that won't exclude anyone. Because of its inclusivity and effectiveness, Gen C has the ability to unify, connect, and inspire all generations. We developed tactics that would reach consumers under 35: rewards for consumer loyalty and behavior changes, measurable impact, gamification with VR and AR experiences, a reality show that highlights ways we can all make changes to benefit the environment that would reach Gen Z and Millennial consumers where they shop, live, and play, all while delivering a practical, positive message to all consumers across traditional media channels as well. It’s broad exposure for a message that everyone can support. We surveyed 200 consumers about their laundry habits, their previous exposure to cold-water washing and what, if anything, would motivate them to change to washing in cold.