Creative Brief // Campaign Work // Brand Partnership

My Role
Consumer research & insights
Creative brief & interactive campaign

Team

Rachel Broadwell - Art Direction

Kenzie Storrier - Art Direction

Mackenzie Thomas - Copywriter

The Reality
We have taught girls that it is better to perfect than to be brave. Youth advocates like parents or teachers, want to instill bravery however, they are unaware that coding is a vehicle to teach resilience.
The Challenge
Inform Youth Advocates that coding teaches resilience and provides endless opportunities.
The Campaign
THE FUTURE IS HERS. 

"Who runs the world? Girls"

- Beyoncè

We have taught girls that to be successful, they must be perfect.

Get all As, smile, and be pretty.

Which leads girls to chose safe options, focusing on things they know they already good at.

However, there is a woman who is out to change that narrative. 

 

Meet Reshma Saujani, the founder of Girls Who Code. 

"I found is that by teaching them to code I had socialized them to be brave. Coding, it's an endless process of trial and error, of trying to get the right command in the right place, with sometimes just a semicolon making the difference between success and failure."

Creative brief

Mission

to close the gender gap in technology and to change the image of what a programmer looks like and does.

Values

Bravery

Sisterhood

Activism

Diversity & Inclusion 

Opportunity

Instead of talking directly to girls, speak to their support systems.

Target Audience

Youth Advocates

Parents. Guardians. Teachers. Coaches. Counselors. Nannies. 

Consumer truth

Advocates don't want girls to fall prey to the "perfection" narrative. They want girls to feel capable of anything and push the bounds of societal norms.  

insight 

They may want to change the perfection narrative however it's easier to reinforce ideologies you know best. Advocates need inspiration, too. 

Strategy

 

 Inform Youth Advocates that Girls Who Code have the tenacity to change the world. 

THE CAMPAIGN

THE FUTURE IS HERS

OOH

 We wanted to meet the advocates where they are and also advertise to a diverse audience. Americans who are lower-income, black or Hispanic, immigrants or under 50 are especially likely to use public transportation regularly, Pew Research Center data show.

Social

We chose to focus on Instagram because its a place of inspiration. According to Hootsuite, 67% of 18-24 & 60% of 25-34-year-olds Instagram users log on to Instagram at least once a day. A study by MDReducation indicated that over 70% of teachers spend 15-60 minutes a day on Instagram during the work week, 

Print

We created a magazine that would celebrate National Women's Day. This magazine would be available at schools for teachers, coaches, and administration. The magazine would also be sent home in that infamous folder for parents. 

Brand Partnership

Like OOH, we chose to meet advocates where they might be. They may rely on fast food on busy days. We chose Mcdonalds due to its many locations and its diverse audience.

Not only did my amazing team create toys they also created an online game by scanning the QR code that is in the happy meal.