One - #Girlscount
There are 130 million girls denied an education worldwide.
But 130 million is such a huge, intimidating number that it’s hard for people to connect with it.
We needed to remind the world that behind this faceless statistic, there are real individual girls who need our help.
So we invited the world to come together and perform a simple, yet powerful act:
Count every girl denied an education.
Because every girl counts.
Billions of impressions on earned media.
But most importantly, we achieved our goal.
We released 130 million girl icons into the world on OOH and Print ads.
And we achieved our goal, driving one of the world's biggest user-generated campaigns in history. But that's just ad results. In more important news, we actually really ended up helping the girls, as global politicians increased their funding to the Global Partnership for Education.