Koch-Backed 'Be the People' Mobilizes Top Marketers for $250M Campaign Ahead of U.S. 250th

A Charles Koch–backed initiative called "Be the People" is assembling top marketing talent, corporate partners and cultural figures to launch a planned $250 million campaign aimed at "reigniting the American spirit" around the United States' 250th anniversary. The effort is being supported by Stand Together, the philanthropic network founded by Charles Koch, and is led by Andrew Essex, founding CEO of creative agency Droga5.

The initiative's leaked presentation describes a nation divided along political lines but suggests many Americans remain open to civic engagement. The proposed campaign would deploy marketing-grade promotion — an amount the organizers compare to a major Hollywood push — to encourage volunteering, charitable giving and civic participation. The plan also envisions a digital platform to help people find causes and organizations that match their interests.

Who’s involved

The pitch lists six marketing advisers who are serving as informal, unpaid contributors: John Hayes (formerly American Express), Jim Stengel (formerly Procter & Gamble), Mike Jackson (ex-General Motors), Tariq Hassan (veteran of McDonald's), Jill Baskin (formerly Hershey), and Remi Kent (formerly Progressive). Organizers say they are also in discussions with roughly two dozen major companies and nonprofits, including Starbucks, JPMorgan Chase and Habitat for Humanity, to provide support or partnership.

High-profile amplifiers

Organizers compiled a roster of around 80 public figures as potential amplifiers of the campaign's message, spanning news, business and culture. Names cited in planning materials include Oprah Winfrey, Fox anchor Bret Baier, scholar Arthur Brooks and investor Mark Cuban. At the time of the deck, Mark Cuban and Arthur Brooks had confirmed involvement, while representatives for others said they were not yet aware of or committed to the initiative.

Stated goals and positioning

Organizers emphasize that the effort intends to be "brand-safe" and apolitical, seeking to unite Americans around volunteerism and civic projects rather than partisan messaging. The stated aim is sustained civic engagement that begins with the 250th anniversary but continues afterward. Stand Together described the presentation as an early, aspirational concept and said the coalition, activities and additional funders are still being shaped.

Context and concerns

"Be the People" is a separate effort from America250, the official 250th-anniversary program overseen by a bipartisan commission. The official commemoration has itself faced scrutiny: reports that the White House placed allies in influential planning positions prompted worries among some lawmakers and historians that the public celebration could be steered for partisan purposes. Critics who have voiced concern include Rep. Bonnie Watson Coleman (D-NJ) and historian and biographer Jonathan Alter.

The broader Koch network has long been an influential presence in conservative politics, though it has not always aligned with the former president. In recent years the network supported a different Republican presidential contender in 2024, and a Koch-funded legal group pursued litigation related to import tariffs that was moved to the U.S. Court of International Trade. Organizers and Stand Together say the new campaign is focused on civic participation rather than partisan politics.

As plans continue to evolve, organizers are courting corporate partners and public figures while framing the effort as nonpartisan civic outreach. Details about final funding sources, formal partner commitments and the exact roster of public supporters remain under development.