The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Non-Profit - Branded Social Campaign / Branded Social Campaign
Annual ID
SM16045M
About the Work
Currently, 62 million girls worldwide are denied access to education. Proven to have significant impacts on economic and political stability, it was not seen as the global crisis that it is. Our challenge was to help people emotionally relate to the issue in order to understand its impact. We created the #62MillionGirls Yearbook at 62milliongirls.com and launched with blank spaces – one for every girl missing from school. We asked people to Tweet or Instagram a photo of themselves and answer the question: “In school I learned ____. #62MillionGirls don’t have that chance.” When the First Lady announced the campaign at the Global Citizen Festival, #62MillionGirls immediately began trending at #1 in the US and #3 globally. Dozens of celebrities participated, including President Obama, Beyonce, Bono, and Big Bird, extending reach organically. In a few weeks, the campaign generated over 200K social mentions and 1.8 billion potential impressions.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Edelman / New York
Inphantry / Boston
BazaarVoice / New York
Creative Director
Melissa Ditson
Kevin Lee
Creative Technologist
Chris Wise
Derek Tran
Praveen Kalamegham
Executive Creative Director
Jimmie Stone
Producer
Paul Saraiva
Agency Producer
Julie Casso
Kathryn Macy
Creative Team
Kristen Kusterer
Ana-Maria Osorio
Gustavo Cordova
Melissa Noble
Christine Sun
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