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.
One by one.
Because every number is a reminder.
Every number is a girl who deserves an education.
And every girl counts.
We created a mobile-first website for people to claim a number and film themselves counting.
Influential personalities all over the world joined the count.
We created booths and placed them in high traffic areas, so people could pick a number and count.
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.