Let Girls Learn
#62MillionGirls Yearbook

 

First Lady Michelle Obama founded the Let Girls Learn initiative to tackle a global crisis: 62 million girls around the world are denied the right to an education. This number is so large that not only is it difficult to comprehend, it’s also very difficult to relate to. To socially connect people to this initiative, we worked with Girl Rising to create a ‘yearbook' made up of 62 million blank spaces - one for every girl that will never get the education they deserve. We asked people to add their photo with the caption, “In school I learned ____. #62MillionGirls never have that chance.”

 

As soon as the First Lady announced the campaign at the Global Citizen Festival, the hashtag began trending, reaching #1 in the US and #3 globally with A-listers like Beyonce, Bono, Kerry Washington, Leonardo DiCaprio, Charlize Theron, Mindy Kaling, and Usher adding their photos.

 

In just 10 days, we had generated 200K photos on Instagram and Twitter and almost 2 billion impressions. 

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AWARDS:

Winner | Shorty Social Good Award, Best Pro Bono Campaign

Winner | D&AD Impact Award, Education, Wood Pencil

Winner | One Show Merit Award, Non-Profit Branded Social Media Campaign

Finalist | Shorty Awards, Hashtag

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