Girl Up: 10th Anniversary Campaign

Girl Up

Site build & campaign

For the past decade, Girl Up has been inspiring girls worldwide to stand up for change and gender equality. Our task was to celebrate this significant 10-year anniversary, while using it as an opportunity to educate and fundraise for Girl Up’s future. I wanted to tell Girl Up’s story without centering the organization, but instead the girls who are at the heart of it all. Our original concept, “Girls Equal Change” is woven throughout the site and in all copy.

Our microsite scroll begins with a vibrant animation to establish the #GirlsEqual story, engaging viewers immediately. The site continues with an interactive timeline, illustrated statistics, and — the heart of our project — custom videos highlighting stories from Girl Up members. Instead of using this site to simply ask for donations, we were able both to honor what Girl Up has already accomplished and set the stage for the future of the organization.

This campaign included a new site build, an email series, videos and a social campaign. I wrote every piece of copy, working with our design, social and email teams to bring “Girls Equal Change” to life.