Children Believe Asks Canadians to “Believe in Girls Like Me”
Why educating girls holds the solution to many global issues.
Children Believe is a Canadian charity that supports children internationally. It considers education to be the most powerful tool young people can use to change their world, and that educating girls will foster a better world for all of us. To spread the good word, Children Believe created “Believe in Girls Like Me,” an international development campaign driven by six powerful videos. The first video, “Hero,” set the stage for the campaign, and five subsequent YouTube shorts highlighted pressing global issues including: The Global Economy, Climate Change, Child Survival, End Child Marriage, and Global Stability. Children Believe partnered with Strategic Objectives to raise awareness for the initiative, drive people to watch the videos, and spark meaningful conversations.
The challenge
An Unprecedented Hurdle
The solution
Creative Storytelling Raises Profile
Our primary goal was to raise awareness for the new “Believe in Girls Like Me” program and encourage current and potential donors to learn more. Our multi-faceted campaign included:
- Creating a consumer survey generated original Canadian data to capture stakeholder attention through stats such as: “97% of Canadians say that access to education is an important global issue to address; yet nearly half (41%) don’t realize that educating girls is more effective in fighting climate change than buying electric vehicles.”
- Our year-long media relations program used both newsjacking opportunities and timely news hooks to link “Believe in Girls Like Me” with world issues. For example, we morphed “G7” into “Girls-7” to spotlight how girls’ education could benefit the global economy; and World Environment Day became a platform for promoting Girls Can Turn the Tide of Climate Change.
- Powerful partnerships with Macleans magazine and a prominent lifestyle influencer, Natalie Preddie, shared campaign details and drove Canadians to view the campaign videos.
- A media trip to Ethiopia effectively illustrated the impact of Children Believe’s work straight from the field.
Awareness built through “Believe in Girls Like Me” soared off the charts, and helped establish Children Believe as a thought leader.
The results
Driving Impressions and Attracting Potential Donors
- IABC/Toronto OVATION Award Winner – Media Relations
- 50M+ media impressions – more than 4 times our stretch target
- 25.2M video impressions – almost 84 times the target!!
- New donors represented 54% of “Believe in Girls Like Me” contributions during the period of our campaign
- Most importantly, “Believe in Girls Like Me” made a difference on the ground, and Children Believe credits raising awareness for engaging both current and potential donors
Results
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