Our Story

In 1893, L. Frank Baum visited the great World’s Fair in Chicago. Inspired by the magical architecture of the White City and the beautiful vision for the future laid out in front of him, he created the imaginary utopia of Oz.

His simple tale of a troubled teen trying to get to a better place was in turn the inspiration for the naming of YELLOWBRICKROAD one hundred years later. Whether an inspired speech, a grass roots campaign or a full-fledged national program, we believe in the power of words, stories and action to create social change. Through collaboration with a diverse network, we’re working to design new ways to help people get to a better place.

Designing change requires many of the same qualities that travelers to Oz were searching for: courage, intelligence and heart. Intelligence to understand the science behind behavior change, the heart to empathize with people and treat their problems as our own and the courage to design innovative messages, tools and outlets to empower them to change. And like our heroes from Oz, we believe that we all have the potential to change within us and by working together we can make the world a better place in our lifetimes.

Our Story

YELLOWBRICKROAD designs social change through programming, communications, advocacy, and action. We are proud to have partnered with change makers on issues ranging from childhood obesity to climate change, to design new ways to help millions of Americans overcome obstacles on their way to a healthier and happier life.

Our Story

We have assembled a collection of not just the best minds and collaborators in communication and social change, but of people who through their own personal calling have chosen to serve. We are a diverse lot of social entrepreneurs who share a belief in our collective power to change the world.


Like many children, our founder, Bob McKinnon, was born into challenging circumstances. Growing up in Massachusetts, as one of three children raised by a single mother, they had their share of hard times. He excelled despite these challenges, and attended Pennsylvania State University, studying Communications and Business, and moved to New York City upon graduation.

With this background, he began a career in advertising at Saatchi & Saatchi. There he rose in the ranks to become the company’s youngest Executive Vice President by the age of 30. In this capacity he served as director of various departments from Media to Business Development working with over thirty Fortune 500 Companies, while also serving on the New York Board. While director of Business Development, two clients in particular had special relevance, the International Olympic Committee and the U.S. Center for Disease Control, which leveraged communications to the highest cause.

In addition, he was one of the primary architects in creating the most successful youth-based government health campaign of all time: VERB (the Center for Disease Control Youth Media Campaign promoting physical activity to fight childhood obesity).

The combination of these experiences compelled Bob to seek more opportunities where communication could contribute to creating a better environment for today's youth. The first step was pursuing an advanced Master's degree in Media Studies at the New School University. Armed with a combination of professional and academic experience, Bob decided to leave Saatchi & Saatchi after fifteen years and open YELLOWBRICKROAD in February of 2005.

YELLOWBRICKROAD was designed to work on issues ranging from childhood obesity to climate change. We are proud to have partnered with change makers within the Robert Wood Johnson Foundation, the U.S. Centers for Disease Control and Prevention, The Clinton Foundation, National Geographic, Comedy Central, and many other organizations to help millions of Americans overcome obstacles on their way to a healthier and happier life. Among others, the Institute of Medicine, the National Institute of Health, the Federal Trade Commission, the National Governors Association and the U.S. Congress, have called upon Bob to provide honest perspective on the many issues facing us today. Most recently, McKinnon created and edited Actions Speak Loudest: Keeping Our Promise for A Better World. The book is a collection of ideas, images, and actions designed to inspire us to keep our generational promise to leave the world a better place than the one we inherited. Additionally, he is the producer the documentary film Remote Control, which looks at the issue of children and the media though the lens of total media consumption and what it may be displacing in our children’s lives.

Bob resides in New York City with his family, and continues to strive find ways to fulfill his own generational promise.

Team Bios Coming Soon

Our Story

We have assembled a collection of not just the best minds and collaborators in communication and social change, but of people who through their own personal calling have chosen to serve. We are a diverse lot of social entrepreneurs who share a belief in our collective power to change the world.


Like many children, our founder, Bob McKinnon, was born into challenging circumstances. Growing up in Massachusetts, as one of three children raised by a single mother, they had their share of hard times. He excelled despite these challenges, and attended Pennsylvania State University, studying Communications and Business, and moved to New York City upon graduation.

With this background, he began a career in advertising at Saatchi & Saatchi. There he rose in the ranks to become the company’s youngest Executive Vice President by the age of 30. In this capacity he served as director of various departments from Media to Business Development working with over thirty Fortune 500 Companies, while also serving on the New York Board. While director of Business Development, two clients in particular had special relevance, the International Olympic Committee and the U.S. Center for Disease Control, which leveraged communications to the highest cause.

In addition, he was one of the primary architects in creating the most successful youth-based government health campaign of all time: VERB (the Center for Disease Control Youth Media Campaign promoting physical activity to fight childhood obesity).

The combination of these experiences compelled Bob to seek more opportunities where communication could contribute to creating a better environment for today's youth. The first step was pursuing an advanced Master's degree in Media Studies at the New School University. Armed with a combination of professional and academic experience, Bob decided to leave Saatchi & Saatchi after fifteen years and open YELLOWBRICKROAD in February of 2005.

YELLOWBRICKROAD was designed to work on issues ranging from childhood obesity to climate change. We are proud to have partnered with change makers within the Robert Wood Johnson Foundation, the U.S. Centers for Disease Control and Prevention, The Clinton Foundation, National Geographic, Comedy Central, and many other organizations to help millions of Americans overcome obstacles on their way to a healthier and happier life. Among others, the Institute of Medicine, the National Institute of Health, the Federal Trade Commission, the National Governors Association and the U.S. Congress, have called upon Bob to provide honest perspective on the many issues facing us today. Most recently, McKinnon created and edited Actions Speak Loudest: Keeping Our Promise for A Better World. The book is a collection of ideas, images, and actions designed to inspire us to keep our generational promise to leave the world a better place than the one we inherited. Additionally, he is the producer the documentary film Remote Control, which looks at the issue of children and the media though the lens of total media consumption and what it may be displacing in our children’s lives.

Bob resides in New York City with his family, and continues to strive find ways to fulfill his own generational promise.

Team Bios Coming Soon