The Story

Worldwide, 62 million girls continue to be denied access to an education. But for many Americans, this problem doesn’t seem as urgent as some domestic issues, so personalizing the issue was key. We partnered with Girl Rising to create #62MillionGirls in support of the Let Girls Learn initiative launched by First Lady Michelle Obama.  We invited people to post a yearbook-style photo of themselves on Instagram or Twitter with a personal message about what they learned in school. Having people see en masse that what they took for granted was being denied to #62MillionGirls opened eyes and rallied support.

The Impact

Soon after Mrs. Obama announced the #62MillionGirls campaign at the 2015 Global Citizen Festival, the hashtag shot to the top of the class, thousands (including celebrities from Big Bird to Beyonce) shared their stories, and media coverage spanned from CNN to MTV.