JSA. Be the People.
JSA is a the only student-run, non-partisan, non-profit organization preparing high school students for college and a lifelong journey of civic engagement so they can become the change they want to see in the world.
Why did JSA revitalize its brand?
Since 1934, JSA has helped more than 500,000 students become more informed, engaged and responsible citizens. A recent in-depth review of the organization, however, showed that awareness of JSA and its purpose among key audiences was low. Further, there was a need to clearly articulate — in a single voice, within the organization and beyond — JSA’s mission and purpose.
Is JSA’s mission changing?
Our mission remains the same – to empower students with the tools they need to participate in the issues of the day and to affect positive change in their lives and the world beyond.
What is changing?
First, a new logo. With its red, white and blue color scheme and star, and continuity of the capitol dome from earlier logos, it is both patriotic and firmly rooted in U.S. politics. Accompanying this is a new motto: Be the People. Taking its cue from the nation’s founding document, Be the People represents the very essence of the U.S. Constitution. JSA has long believed that politics is not a spectator sport, and now we have a few powerful and distinctive words to live that by.
For some time now, members, alumni and friends have used the warm and familiar “JSA” when referring to the organization. We have now embraced this shorthand by committing to JSA as our official brand name.
JSA, the Junior State of America and the Junior Statesmen Foundation: what’s the difference?
JSA is everything we do: the school-year program and the summer programs. The Junior State of America is run by students during the school year and revolves around high school chapters, conferences, conventions and a student government. The Junior Statesmen Foundation (JSF) is a non-profit, tax-exempt 501(c)(3) educational corporation which provides administrative and educational support for the Junior State of America. In addition to providing advice and assistance to the student-run program, JSF administers the annual Junior Statesmen Summer School and the summer institutes.
We live in challenging times. There has never been a greater need for an organization like JSA to step forward and help in preparing as many young Americans as possible with the civic education and skills they will need to become informed, responsible and engaged citizens in adulthood, and to create a better future for all. The new brand identity will help us achieve our goals and raise awareness of the organization by correctly and confidently representing who we are and what we stand for. The new motto also leverages Abraham Lincoln’s Gettysburg Address. The premise being that since our government is “of the people, by the people” and “for the people,” JSA challenges students to “be the people” who are active, informed and engaged in making a difference in government rather than disengaging and sitting by passively.