GWC_logo_2016_.png
Creative Brief
Campaign Work
Brand Partnership
The Ask
 
Create a campaign for a non-for-profit you are passionate about 

Team

Rachel Broadwell - Art Direction

Kenzie Storrier - Art Direction

Mackenzie Thomas - Copywriter

Lines Of Code
The Reality
 
We have taught girls that it is better to perfect than to be brave. However, Youth advocates like teachers or parents,  know that courage and resilience are what they need to be successful. 
My Role
Consumer research & insights
Creative brief & interactive campaign
Become a girl who codes (badly)
The Challenge

Show advocators of girls that Girls Who Codes provides an environment that teaches resilience through the art of coding
The Campaign
 
THE FUTURE IS HERS

"Who runs the world? Girls"

- Beyoncè

Imagine you're back on the playground at your elementary school.  Some boy dares you to jump off the swing.

You've never done that before. He's failed at the jump 100 times, maybe landed it a few times. 

You respond by saying, "Nah, I don't want to."

There was a part of you that wanted to try but was afraid of failing. But if you never jump, you'll never learn how to land.  

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. 

reshema.jpeg

"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

GWC_logo_2016_.png

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

Advocators of girls.

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

Consumer truth

Advocators don't want girls to fall suit 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 advocators that Girls Who Code have the tenacity to change the world. 

THE CAMPAIGN

THE FUTURE IS HERS

OOH

City parents are likely to use public transportation while walking to work or dropping their daughter off at school.

Social

We chose to do social to connect with parents while they winding down by scrolling around. 

Print

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

Screen Shot 2021-03-09 at 10.54.34 AM.pn

Brand Partnership

We know city parents are caught up in the hustle and bustle of life and they don't always have time to cook dinner. Many parents 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 a game that can be played by scanning QR code that can be found in the happy meal. 

 

Screen Shot 2021-03-09 at 11.10.42 AM.pn