Atlanta Hawks and Be The People launch Atlanta Changemakers campaign, linking arena events to local service projects

A sports platform, a national civic initiative, and a local activation

The Atlanta Hawks have launched “Atlanta Changemakers,” a local campaign developed with the national “Be The People” civic-engagement initiative, positioning State Farm Arena programming as a gateway for fans to connect with community organizations and service opportunities in metro Atlanta.

The launch aligns the Hawks’ community strategy—built around youth programming, food insecurity work, and civic participation efforts—with a broader national effort that is scheduled to formally kick off on July 4, 2026, alongside the United States’ 250th anniversary milestone. The national initiative is structured as a long-term campaign designed to increase participation in community problem-solving and to coordinate a wide range of nonprofit and private-sector partners under a shared banner.

What “Be The People” is designed to do

“Be The People” is a privately funded initiative backed by philanthropic donors and partner organizations across sectors, including major nonprofits and the National Basketball Association. Organizers have described a multi-year effort intended to connect people to actions beyond traditional volunteering, while also tracking engagement and outcomes through expanded data collection.

In Atlanta, the Hawks’ role centers on translating those national goals into a city-specific pathway that can be activated through games, arena events, and community programming tied to the team and venue.

How “Atlanta Changemakers” fits within the Hawks’ existing community footprint

The Hawks organization has invested in a portfolio of community and workforce initiatives in recent years, spanning youth basketball access, education-focused programming, and partnerships aimed at health and wellness. The team and State Farm Arena have also operated leadership and professional development programming, including cohorts intended to support early-career leaders in metro Atlanta.

The “Atlanta Changemakers” campaign is framed as an additional layer designed to connect residents—particularly fans and arena audiences—to local nonprofits and community projects positioned as actionable entry points for civic participation.

• Activation channel: in-arena moments tied to games and events, intended to introduce service pathways.
• Participation model: collaboration with nonprofit partners to present specific, local actions residents can take.
• Measurement focus: emphasis on tracking participation and engagement as part of the broader national framework.

Early visibility and public rollout

Public-facing promotion of “Be The People” in Atlanta has included programming tied to a Hawks game event that featured civic leaders discussing community service and engagement. The local “Atlanta Changemakers” campaign is positioned as a continuing series of activations rather than a single-day initiative, with the arena serving as the most visible platform for outreach.

Organizers have presented the effort as a mechanism for connecting people to existing community work—rather than creating a new standalone nonprofit structure.

What to watch next

Key next steps for evaluating the local campaign will include the scope of nonprofit participation in metro Atlanta, the consistency of in-arena calls-to-action over the season and event calendar, and the publication of engagement metrics tied to the broader national program timeline leading into July 4, 2026.