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When the British government levied another tax on tea entering the new world, American colonists decided they’d had enough. Gathering in Boston Harbor on a cold December night, the protesters boarded an East India Company ship and hurled 342 chests of tea straight into the harbor.

Before there was an America, or even an American Revolution, there was a single protest and a catchy slogan: “No taxation without representation.” An emotion took hold and an idea took flight, spreading through the new world.

But this feeling wasn’t unique to the Boston Tea Party. In fact, most great movements begin the same way — with powerful messaging that we think of as PR and advertising.

Brendan is 16. He lives in a major US city. He’s thinking about girls and college. He watches football and soccer. He plays video games. He’d rather text than talk on the phone. He’s also exposed to about 5 million ads per year, which he completely ignores. He has a laptop, iPad, smart phone, smart watch, and an Xbox. He’s always connected to more than one device. He’s part of Generation Z. He’s optimistic, and the future is an ever-expanding place that he wants to explore.

He consumes most of his “TV” content across his many devices. He’s never clicked a display ad. He reluctantly has a Facebook profile, but lives on Snapchat, Instagram, and apps that connect to the things he values. He doesn’t trust advertisers or brands.

Instead, he trusts his friends. He doesn’t understand when his experiences aren’t personalized and he’s disappointed when thinking of the lack of offline and online convergence. He expects instant everything, a connected everything.

This year, Nebo turns 12.

Twelve is a number in space and time. The world’s greatest religions place significance on it. In Christianity and Judaism, there are 12 Tribes of Israel, 12 Disciples of Jesus, and 12 books of Revelations. There are 12 Stations of Life in Buddhism. Our calendar has 12 months. The list goes on.

And although every number has significance if you really think about it, the questions is: what does 12 mean to us?

We are incredibly proud to announce that Nebo has been nominated for the 2015 iMedia Greater Good Award. This award is particularly special to us, because it honors agencies committed to causes and nonprofits. Over our 11 year history, we’ve been incredibly fortunate to support causes near and dear to our hearts. It’s a crucial part of our business today, and a practice engrained in our very roots.

Anyone who knows Nebo knows we believe that business is more than dollars and cents. It’s being part of the community. It’s making the world a better place. It’s doing great work, but also using our powers for good. We’ve been incredibly lucky to be this successful, and we think it’s an honor and privilege to give back.

Among our various philanthropic passions, we’re particularly passionate about giving a voice to the voiceless. Empowering the powerless. And one of the core causes we focus on is animal welfare.

Our passion for animal welfare is one of the things that makes Nebo, well, Nebo. It led us to partner with P.L.A.Y. to create the Rescue Pledge — an initiative to put more shelter dogs in loving homes and shed light on the atrocities of puppy mills.

It’s what keeps us stocking the office with sustainable goods, from the snacks in our kitchen to the soap in our bathrooms.

It’s also what led us to take a stand against factory farming.