About Us

Our History

Founded as ChoiceUSA in 1992, by Gloria Steinem, Kristina Kiehl, and Julie Burton.

Under the new leadership of Executive Director Crystal Plati, and in response to additional polling conducted in 1999, we became an exclusively youth-focused organization. Over the next decade, ChoiceUSA will become increasingly focused on working with young people of color and young LGBTQ people.

We lead the youth contingent of the March for Women’s Lives – one of the largest protests in U.S. history.

Under a new strategic plan & leadership of new Executive Director, Kierra Johnson, we make the bold decision to refocus on investment in states where opportunities and challenges were greatest, reducing our national footprint in order to deepen our commitment.

We rebrand to URGE: Unite for Reproductive & Gender Equity to better reflect our position as a young people’s reproductive justice organization and our broader focus on gender justice.

URGE launches Integrated Voter Engagement project to engage and mobilize young voters.

We welcome our new Executive Director, Kimberly Inez McGuire. Under her leadership, URGE contributes to record youth turnout in the midterm election.

URGE ratifies our new strategic plan with a focus on power building, adopting a new mission, vision, and values.

The JustCARE campaign, staff and chapters join URGE – re-launching URGE California.

CA governor with members of justCARE