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Born This Way Foundation

BMF, is an award-winning global experiential agency offering a variety of services across integrated marketing, including experiential strategy, design and production, sponsorship and partnership marketing, social media and influencer engagement, content creation, data and analytics, talent procurement and public relations. 


Born This Way Foundation founded in 2011 by Lady Gaga and her mother, Cynthia Germanotta, is dedicated to empowering youth, inspiring bravery, and spreading the spirit of gratitude. The foundation asked BMF to create impactful and meaningful experiences tied to cultural moments surrounding Lady Gaga and her mission.

The bmf approach

Over the many years of BMF’s collaboration with Lady Gaga in support of her foundation, here are just a few activation highlights:

  • BMF created a Born This Way Foundation bus tour that visited local malls, music festivals, state fairs, and college campuses.

  • BMF brought a vibrant custom activation to stadium concourses during the Lady Gaga Joanne World Tour, where an inventive foundation structure and interactive thought bubbles allowed attendees to share and spread kindness before the start of each show.  A partnership with Staples + Minted allowed the kindness-filled content to be shared through the Staples website and via Minted holiday cards.

  • In partnership with NBC’s TODAY show, BMF took over the TODAY store at New York City’s 30 Rockefeller Center to produce a curated journey of kind acts, designing an environment that placed the foundation’s key messaging front and center. Participants decorated lunch bags for Kids Food Basket, an organization that provides meals to thousands of underserved students daily, wrote holiday cards to veterans and children spending the holidays in the hospital, and donated loose change to support extraordinary organizations including the Ali Forney Cente

  • At Super Bowl LI, BMF partnered with the foundation and sponsors Mattel and Monster High to create “Kind LI” and the #KickOffForKindness campaign, which leveraged the biggest game of the year as an opportunity to inspire fans to be kind. The Houston NRG Stadium activation told the story of the foundation’s key mission, offered donation opportunities for partner causes, and allowed participants to help create the first in a series of Kindness Benches for elementary schools around the country.  



  • Connected
    With Over 40,000+ Partcipants at Concert Venues
  • 16.4K+
    Total Partcipants
  • 241+
    Testimonials Shared
  • 2.3K+
    BTWF Email Sign-Ups


Sponsor + Partner Activation / Multi-Market National + Global Tour Management / Campaign Management / Program Development