URGE

In 1992, a powerful idea took root, brought to life by activists Gloria Steinem, Julie Burton, and Kristina Kiehl. They founded an organization called Choice USA with an initial focus on analyzing the influence of the religious right in elections and boosting political participation among young people, women, and people of color. This laid the groundwork for a new kind of youth-focused movement. A key turning point came in 2014 when the organization underwent a significant rebranding. Choice USA became URGE: Unite for Reproductive & Gender Equity. This wasn't just a name change; it signaled a strategic evolution to embrace a broader mission of reproductive and gender justice. The organization sharpened its focus on mobilizing people under 30, both on college campuses and in communities, to advocate for abortion access, comprehensive sex education, and gender equity. This evolution continued as URGE centered its work on the leadership of young people of color, LGBTQ+, and nonbinary individuals. Instead of being a chapter-based organization that simply told young people what to do, it became a powerhouse for building their skills in advocacy, voter engagement, and culture shifting. With a state-driven national strategy, URGE now focuses its resources in key states like Alabama, Georgia, Kansas, Ohio, and Texas, creating a political home for a new generation of activists to build a more liberated world.