LA2050 is a crowdsourced initiative of the Goldhirsh Foundation driving and tracking the future of Los Angeles through reports and activities, as well as grant making through the My LA2050 Grants Challenge. The annual My LA2050 Grants Challenge competition asks Angelinos how they’d use $1 million to make LA the best place to learn, create, play, connect, and live by the year 2050. With a crowdsourced approach to grant making, the Goldhirsh Foundation via LA2050 has supported some of Los Angeles’ most creative and innovative ideas. 2016’s winning projects addressed regional topics ranging from clean energy, vocational training, and inclusive entrepreneurship.


With the announcement of the final winners, LA2050 sought to design and display bus bench ads that celebrated, congratulated, and amplified the grantees. The bus benches incorporated brand elements of both LA2050 and the winners, and were located within the grantees’ respective communities. Over the course of the benches’ eight-week-run, LA2050 and their grantees proudly shared images and personal stories around this campaign on Facebook, Twitter and Instagram.

For three years, LA2050 has collaborated with PVBLIC to surprise the winning grantees with bus bench campaigns. These public displays of appreciation kick off the Goldhirsh Foundation’s partnership with innovative local non-profit organizations, generating enthusiasm, energy, and awareness around these LA-grown social innovations. Especially for the smaller, startup non-profit grantees, these benches provide extra publicity and branding as they hit the ground running. Year over year, organizations that participate in the grants challenge say that one of the most needed resources is awareness of their organization’s great work.


These benches are important to the LA2050 team as a gesture of gratitude and enthusiasm for the social innovators in LA for spurring creative solutions and strategies for the region. Collaborating with PVBLIC allowed LA2050 to bring social innovation to LA’s streets and public