[4] Conway led Generation Opportunity, a Koch brothers-funded group[5][6] whose focus was engaging Millennials, young Americans between the ages of 18 and 29, and mobilizing them on issues of importance, prior to and during their public rollout in June 2011 through November 2012.

Conway told the Hillsdale Natural Law Review that "the number one issue to them was the lack of full-time jobs... [T]hey blamed the President for that, not Congress", he said.

Due – at least in part – to Generation Opportunity’s hard work, President Obama "lost six points among the most critical base he had", said Conway, who praised young Americans as "very smart ... [and] able to connect the dots.

"[8] Starting in September 2013, Generation Opportunity began running online ads utilizing a "Creepy Uncle Sam", with the tagline "Don't let government play doctor".

[9] According to the group's president, Evan Feinberg, the ads are meant to promote an "opt-out" option, where young people would "...have to pay a fine, but that's going to be cheaper for you and better for you”.