Forever Young – A Tribute to Andrew Young
Introduction
A. Brown Olmsted Associates was honored to help bring “Forever Young – A Tribute to Andrew Young” to life on Monday, May 12, at the Woodruff Arts Center in Atlanta. We’ve had the privilege of working with the Andrew Young Foundation for many years, including the Many Lives of Andrew Young exhibit that has traveled across the country and a coffee table book celebrating his 90th birthday. When our client, National Jewish Health, asked us to plan the next Legends of Atlanta Gala, which we launched together two years ago, we knew right away we wanted to honor our dear friend and civil rights icon, Ambassador Andrew Young. There’s no one who better represents what it means to be a “Legend of Atlanta.” We choose the name “Forever Young” for this event for two reasons. First, it reflects the lasting impact Ambassador Young continues to have on our society. Second, it connects to Forever Young Aquaponics, a soon-to-be-open 70,000-square-foot facility that will transform local agriculture by providing fresh, sustainable greens to nine major cities across the Southeast. Together, these meanings remind us of that Ambassador Young’s legacy of service will continue to shape our communities for years to come. This theme was woven throughout our planning.
Research
In preparing for this event, we aimed to find a unique way to honor Ambassador Andrew Young, who has received countless awards, including the French Legion of Honor, which we helped coordinate during the French Ambassador’s 2023 visit to Atlanta. We wanted a tribute that reflected the warmth and genuine affection so many have for him while bringing attention to the mission of National Jewish Health, the nation’s leading respiratory hospital. While researching, we discovered there are several songs titled “Forever Young,” with Bob Dylan’s and Rod Stewart’s standing out. The timing was perfect: a film about Bob Dylan’s life was being released, and Rod Stewart had just received the Lifetime Achievement Award at the 2025 American Music Awards. These connections made the “Forever Young” theme feel even more meaningful, reflecting Ambassador Young’s enduring influence. Building on our successful event honoring Fay Gold, we understood the level of elegance and impact our client expected. As our communities continue to face the aftermath of COVID-19, rising childhood asthma rates, and increasing respiratory challenges from environmental factors, the mission of National Jewish Health has never been more critical. Raising awareness and financial support for its work was essential. After receiving Ambassador Young’s and his foundation’s blessing, we moved directly into planning, committed to creating an event that would celebrate his legacy while supporting the vital mission of National Jewish Health.
Planning
To honor Ambassador Young meaningfully, we identified key stakeholders with ties to him for sponsorship, knowing agencies like Hartsfield-Jackson Atlanta International Airport and the Atlanta Beltline would be eager to support. We aimed to gather all living former mayors and the current mayor to toast Ambassador Young on stage, creating a unique, newsworthy moment while driving sponsorships. We designed the evening to reflect Ambassador Young’s life, with food inspired by his New Orleans roots and decor incorporating The Many Lives of Andrew Young exhibit with help from designer Donald Bermudez. We included his church, First Congregational Church, in the planning process as we had Reverend Dwight Andrews on the planning committee and invited the choir at the church, The Trey Clegg Singers, to perform “Forever Young” by Rod Stewart, adding a heartfelt and memorable tribute. We also secured permission to include Bob Dylan’s “Forever Young” in our video and theme, tying the evening to two iconic songs that resonated with the event’s spirit. Our Host Committee included Carolyn Young, Rev. Dwight Andrews, Rodney Cook Jr., Fay Gold, Dr. Sue Hagedorn, Chrishaunda Lee Perez, Rawson Haverty Jr., and Anita and Michel Thomas. We invited Paul Hagedorn, Billy Payne, and Billye Aaron to co-chair, further underscoring the event’s significance. The agency managed program details, payments, and weekly updates with National Jewish Health, ensuring strategic media outreach. We planned the layout to feel full and elegant, creating a glamorous, impactful “Legends of Atlanta” celebration honoring Ambassador Young’s legacy.
Execution
“Forever Young – A Tribute to Andrew Young” was an unforgettable evening rooted in reverence, hope, and the enduring spirit of a man who has inspired generations. From the moment guests arrived, walking the red carpet, posing at the step-and-repeat, the energy was one of deep admiration and celebration. Set against the sounds of the Will Scruggs Quartet and the powerful voices of the Trey Clegg Singers, the event radiated warmth. Monica Pearson set the tone, reminding everyone of the strength of “The Atlanta Way” and Andrew Young’s lifelong commitment to community, justice, and faith. The theme of “Forever Young” echoed throughout the program, not only in Rod Stewart’s namesake song performed during dinner, but in the stories, videos, and heartfelt remarks that honored Young’s boundless energy, optimism, and relentless pursuit of progress. Tributes from civic leaders, friends, and luminaries like Oprah Winfrey painted a vivid picture of a man whose legacy spans civil rights, diplomacy, faith, and family. The evening would conclude with National Jewish Health presenting Andrew Young with its Humanitarian Award. The culmination of the evening was when all the living mayors of Atlanta provided a personal toast to salute Andrew Young, then encouraging all the guests to raise their glasses as The Trey Clegg Singers performed an encore of “Forever Young” by Rod Stewart. The music continued, and the guests mingled, with it being evident that the night had achieved more than recognition; it reflected Andrew Young’s ageless impact and the city’s grateful heart.
Results
The evening was extremely powerful, and although the program started a little late, we stayed true to the run of show and ended the event right on time. In terms of the bottom line, we met the financial goal of more than $400,000 net. We filled the entire space and every available seat, and, most importantly, we gave Andy Young a warm and personal event. As reflected in the media report, we generated more than seven million impressions and received extremely favorable coverage for National Jewish Health, Andrew Young, and the Andrew J. Young Foundation. We were focused on traditional media and one-onone solicitation, which we knew to be the most effective with our target audiences. This focus allowed us to personalize our outreach efforts. The theme, “Forever Young,” filled the entire event, sending a strong message about Young’s presence, even at 93 years old, and emphasizing that his legacy will live on – he will be forever. The visibility of the event and the attention given to Andy and his accomplishments, National Jewish Health, and its profile continue to increase in the greater Atlanta area, one of the nation’s healthcare hubs. The general awareness of National Jewish Health and its mission is critical, particularly this year when government cuts are affecting research grants that directly support its nonprofit work.