McAllen chose itself to be first. In May 2015, McAllen HS Principal Albert Canales attended a presentation by Navasota Principal Todd Nesloney, who spoke about his school's experience with /Choose2Matter. Albert invited his students to launch a campaign.
By August, the senior editors of the yearbook were onboard.
Principal Canales - who gets social media right, with his Twitter name - shared the You Matter Manifesto with students during the first week of school.
Students began to engage. At first, they focused on as a suicide prevention message.
They began to attract local media coverage and were invited to have a table at a community event.
By the end of October, the students had caught our attention, and Angela Maiers Skyped with the Peer Assistance Leadership Classes at McAllen HS. She was blown away by all they have accomplished already, and their ambitious plans to spread the broader Choose2Matter message in the community.
Next, the students took the message to the school's home football game.
The next step was to create "ambassadors" who would share the Choose2Matter message for many years to come. Several of the elementary schools came to McAllen HS.