Editor's note: This video from Sept. 23, 2025

ST. LOUIS – The Missouri Historical Society has announced the next phase of their “We are St. Louis” campaign, titled “I am St. Louis.”

The $36 million initiative, first launched in February, seeks to reintroduce St. Louisans to the triumphant history of the St. Louis region.

“I am St. Louis” is a civic identity campaign with a mission to bring residents a deeper sense of attachment to St. Louis.

The campaign calls for local organizations, businesses and institutions to show their St. Louis pride, while also sharing what makes them such an imperative part of the region.

Many organizations around town have already signed on to share their “I am St. Louis” story.

City of Clayton, Purina, St. Louis Magazine and The Hill neighborhood are just a few of the current 38 participants making this campaign a success.

“I am a true believer when it comes to the importance of place attachment, that emotional bond people feel toward a place,” said Jody Sowell, the Missouri Historical Society’s president and CEO.

The goal of the Missouri Historical Society is to showcase that locals can become a part of the larger St. Louis story.

“It really is sort of a grassroots civic pride campaign,” Sowell said. “It doesn’t come from an advertising agency. It doesn’t come from someone outside of St. Louis. We take pride in our role as being the protector and the sharer of the St. Louis story since 1866, so there’s certainly a reason why we might be the group that would do this,” Sowell said.

Participation in the campaign is open to organizations of all sizes.

With that, the historical society has made a series of assets available. Anyone interested in about joining the campaign can visit here.