CARE Digital Fundraising Campaign
What does a girl's education have to do with fighting poverty? Everything. Keep Girls in the Picture was a digital fundraising campaign I produced with PBJS to help CARE raise money and awareness about barriers to girls' education in the developing world. In tandem with launching CARE's newly redesigned website, my team and I created an interactive landing page complete with video, editorial stories, socially sharable infographics and more. As the ACD on this project, I was responsible for the creative concept, all copywriting, content development and campaign strategy.
The Challenge
57 million girls worldwide are out of school. 39,000 girls under the age of 18 get married every day.
For International Day of the Girl in October 2013, CARE wanted to run a digital fundraising campaign that raised money for and awareness about barriers to girls' education, such as violence, hunger and child marriage, in the developing world. This campaign needed to be impactful and actionable, educating potential donors about how for millions of girls, an education can mean the difference between life and death.
Timed to go live along with the newly redesigned CARE.org, my team at PBJS had to manage both workstreams at once.
The Strategy
When a girl can't get an education, her future fades from view.
Our concept leveraged the visual language of the yearbook and class portrait to highlight girls’ absence from education in a vivid way, and motivate people to “keep girls in the picture” by donating to and otherwise supporting (like, share, sign…) CARE's mission to empower girls and women.
The Solution
From the landing page to a social avatar Twibbon campaign for Facebook and Twitter, Keep Girls in the Picture content was designed to be as actionable as it was emotional, offering multiple ways for users to donate and share.
The heart of the experience was an animated video yearbook delivering on the campaign’s signature absent/present girl portraits as well as other relevant content. I developed the content plan and script for this video while working with my design and motion graphics colleagues to achieve a bold visual approach.
The interactive landing page for Keep Girls in the Picture was content-rich, raising awareness with our audience around the barriers to girls’ education through compelling stories and sharable stats.
I gathered, reviewed and selected images and storytelling materials to create a campaign cadence and digital content plan that enriched CARE donors' online experience while motivating them to support this cause. In addition to providing creative direction, I designed the digital content strategy and wrote and edited all landing page, feature story, social and ad copy.
My content strategy and editorial direction for this campaign highlighted stories from real girls who had either overcome barriers that kept them out of school, or were still struggling to get an education. Each girl's story — whether told via essay, infographic or video — included an easy path for readers to donate to the campaign or share with their social network.
The results
Our CARE client loved the look and feel of this campaign, keeping the landing page live on CARE.org for well over a year after its initial launch. Supporting social campaigns used #KeepGirlsinthePicture and #StealTheseStats (an ongoing CARE.org content feature that I also developed) to track sharing.
CARE later refreshed the PBJS-designed campaign landing page and repurposed much of our content to promote their "Empower Her Through Education" initiative. Additional Keep Girls in the Picture content lives on on the CARE.org Girls' Education landing page, which also reflects the design and content strategy of the CARE.org redesign project.
Roles:
Associate Creative Director
Content and Campaign Strategist
Copywriter