More than 100 million adolescent girls around the world are not in school. While many people understand the importance of investing in girls’ education globally, the majority of people in the United States don’t see it as their issue and therefore don’t take action or donate.
Girls Opportunity Alliance
GET HER THERE
GET HER THERE
ISSUE
SOLUTION
Make global girls’ education and empowerment everybody’s issue
For its first-ever cause marketing effort, the Obama Foundation wanted to create a fundraising platform for the Girls Opportunity Alliance initiative to expand its impact and support thousands more girls around the world.
We knew we needed to humanise the issue and make the world see that every empty desk is a real girl’s dream, unrealised. So we had girls from the network write letters to their 25-year-old selves, detailing their aspirations, big and small. Then followed them with our campaign line and global call to action: Get Her There.
The campaign included a corporate sponsorship strategy, an individual donor strategy, a marketing and communication plan, and creative concepts and executions for the logo, style guide, short films, website, social media assets, newsletters, and event assets. The platform launched on October 11, 2022 (International Day of the Girl) and was featured in major publications such as Elle, Time, People, as well as a prime-time special on CNN.
IMPACT
0B
Campaign impressions
0M
Video views
$0M
million in charitable donations
0K
Site visits