WAY (Who Are You) is a non-profit organization founded by The Weeknd Creative Director La Mar Taylor and the Stand Together Foundation: Empowering Americans seeking alternate paths to success beyond traditional academia.

71 million Americans are held back from career growth simply because they don't have a degree from a traditional institution. Embracing a changing career landscape, WAY exists to partner young Americans with new opportunities through mentorship programs, hands-on learning, and practical solutions to the ongoing division between traditional paths of success and the contemporary Western job market.

The WAY campaign features collaborations with international business mogule Sir Richard Branson, Tech pioneer Iddris Sandhu, Author/Atlanta business mogule Melissa Proctor, and Rapper/Political activist Killer Mike. As a part of The Weeknd's 2025 US tour, signage systems were installed across major cities in the United States including Chicago, Atlanta, New York, and Los Angeles. The OOH (Out-of-home) campaign featured bold billboard designs encouraging introspection and the possibility of self-determination. Through the WAY website and various social channels, we built a dedicated audience of young aspiring professionals seeking a new means of success fit for the contemporary working landscape. Partnering with various organizations, we promoted and connected these organizations with our audience to further the career potential of Americans across the country.