Problem: 62 million girls around the world are denied the right to an education.
Brief: Team up with Michelle Obama and the nonprofit, Girl Rising, to raise awareness and get people to emotionally relate to the issue.
Idea: The #62MillionGirls Yearbook, a digital yearbook made up of 62 million blank spaces. With the help of Michelle Obama and a few famous friends, we asked people to Tweet or Instagram their photo to help represent each girl.
Results: The hashtag reached #1 in the US and #3 globally. In 10 days, we generated 200K photos on Instagram and Twitter and almost 2 billion impressions.
Awards: D&AD Impact | ‘62 Million Girls’ | Education Category | Wooden Pencil
The One Show | ‘62 Million Girls’ | Non-profit Branded Social | Merit
Shorty | ‘62 Million Girls’ | Best in Non-Profit, Best Use of Hashtag
Role: concept, senior copywriter