LET GIRLS LEARN | The #62MillionGirls Yearbook
First Lady Michelle Obama launched the Let Girls Learn initiative to tackle a global crisis: 62 million girls worldwide are denied an education. Though educating girls has a significant impact on international security and economic stability, it's often seen as a soft issue compared to other global matters. To inspire change, we needed to raise awareness of the real cost of the crisis and help people emotionally relate to the problem.
Working with nonprofit Girl Rising, we launched the #62MillionGirls Yearbook: 62 million blank spaces, one for every girl missing from school. We asked people to fill it by Tweeting or Instagramming a photo of themselves and “In school I learned ____. #62MillionGirls never have that chance.”
My role: Creative Director, script writer, FLOTUS devotee
Recognition: D&AD Impact - Wood Pencil; Shorty Social Good - Best Pro Bono Campaign; One Show - Merit; Shorty Awards - Finalist
CAMPAIGN SUMMARY
62MILLIONGIRLS.COM
CTA VIDEO
The #62MillionGirls Yearbook hopes to raise awareness of the more than 62 million girls around the world-more than half of whom are adolescent-who are denied an education. Visit 62Milliongirls.com, and share a black and white photo on Twitter or Instagram with what you learned in school and #62MillionGirls.
A FEW OF MY FAVORITE SUBMISSIONS
One time my face appeared next to FLOTUS. Of course I took a screenshot.
TIMES SQUARE DIGITAL BILLBOARD
A TRANSCRIPT OF MRS. OBAMA’S LAUNCH ANNOUNCEMENT
(aka proof that I can technically call myself a White House speech writer)
GINA RODRIGUEZ PSA
We wrote a script for Gina and the CW, who produced the following PSA that ran during Jane the Virgin.