Creative Production

I craft global creative campaign activations that spark action, cultivate brand equity, drive business objectives & engage millions around the world.

Girls Count

| Creating the longest ever user-generated video petition for girls’ education |

The Opportunity

The Execution

Our team designed and built an entire Girls Count video platform to upload and submit Girls Count videos and share them on social media. We produced a campaign hero video to introduce the concept, working with high level influencers and celebrity talent to submit their own videos, promote them to their audiences, and kick off widespread reach of the campaign. Top features included Malala Yousafzai, Charlize Theron, Gal Gadot, David Oyewolo, Bono, Tracee Ellis-Ross, Connie Britton, and Robin Wright.

The partnership I spearheaded with YouTube came to fruition on International Day of the Girl. We used this global moment to rally YouTube’s platform, executives, and 60 top YouTubers to create Girls Count videos and encourage YouTube’s users to do the same. Girls Count took over YouTube’s home page and helped us surpass 20,000 submitted videos and generate over 2 million video views in a single day.

We also brought the campaign to life offline in a number of ways, including:

  • Collaborating with our field teams across North America, Europe, and Africa to orchestrate Girls Count video booth activations and stunts at major music festivals, cultural events, and political gatherings

  • Working with ONE ambassadors Connie Britton and Robin Wright to assemble a massive walk-in at the United Nations Headquarters

  • Staging a giant Girls Count screening stunt at the education summit of world leaders in Senegal, showing all 64 hours of the video petition, and hand-delivering the petition to the summit’s co-hosts, President Emmanuelle Macron of France and President Macky Sall of Senegal

The Impact

A massive summit of world leaders on the global state of education was convening to set the priorities of education initiatives across the developing world. With 130 million girls out of school globally, my team and I set out to rally the ONE Campaign’s global membership to demand world leaders fund girls’ education programs - and we had to do it in a BIG way.

The 130 million out of school girls statistic was a focal point of our creative brief. But people are bombarded with statistics every day, especially in the crowded anti-poverty and education advocacy space. So we knew we needed to find a creative way to humanize this statistic and make it personal to as many people as we could - from the soccer Mom in LA to the street vendor in Lagos. We also knew we needed a powerhouse creative partner to help us break through the noise.

So, we were able to secure one of the coveted NGO partner deals with renowned agency Droga5. Together, our teams created Girls Count, a user-generated video campaign asking people to film a video of themselves “counting” a number between 1 and 130 million, quite literally counting every out of school girl. And doing so with some creative flair or personal reason behind choosing that number. The entire model of the campaign was centered around video, so throughout the campaign, I developed a partnership with the world’s biggest video platform, YouTube, to help take the campaign to new heights.

The Girls Count campaign generated 32,000 user-submitted videos and became the longest-running video petition ever directed to world leaders. We delivered it to multiple heads of state and screened it at major political summits, ultimately pushing world leaders to commit $3 billion in new funding for education programs in the developing world.