A popular opinion of the Advertising career path is that it allows the freedom to work in any industry that a person chooses. Anywhere from entertainment, travel and tourism, and sports, to government, industrial, and non-profit, there is always a place for advertising. Any company or organization in any field needs to tell their story, or in the case of Girl Rising, the stories of someone else. In advertising, you control the freedom to express the message in any way you choose. In this situation, Girl Rising is expressing the message for girls who don’t have the freedom to do so themselves.
Girl Rising, a global campaign for girls’ education, is a non-profit organization I recently came into contact with. Their main mission is to tell the stories of girls and women in developing countries fighting for an education.
The jobs currently held include Creative Director, Community Manager, Campaign Director, Graphic Designer, and Production Manager. Girl Rising is currently taking applications for internships in Social Media, Event Planning, Campaign Management, and Graphic Design.
One of Girl Rising’s largest advertising efforts has been the release of their documentary in which viewers get to know nine unforgettable girls living in the developing world: ordinary girls who confront tremendous challenges and overcome nearly impossible odds to pursue their dreams. Here’s the trailer, try not to cry.
With such an emotional and moving documentary trailer such as that, the success of their campaign for 2013 was not surprising. In the year alone, over $6 million was raised for girls programs and in-country awareness. As far as their brand awareness impact, they gained more than 300,000 Facebook fans, a 13x increase since August 2012 and 25,000 Twitter followers, a 6x increase since August 2012. The impact of the documentary release was astounding and generated mass buzz about the organization and their movement. Their partnership with CNN allowed them to reach over 150 countries and 100 million people due to a CNN global broadcast of the documentary on its release date of March 7, 2013.
As if the work Girl Rising had done to create the documentary wasn’t amazing enough, 100% of the ticket sales for the Girl Rising screening were donated to The School Fund. Some of their corporate sponsorships also include Google, United Nations Foundation, CNN Films, and many others Everyone who came to the Girl Rising screening also received a follow-up email with the names, countries and pictures of all the girls they funded. Their work is not going unnoticed, either. Celebrites such as Anne Hathaway, Cate Blanchett, Selena Gomez, Liam Neeson, Salma Hayek, Meryl Streep, Alicia Keys and Kerry Washington were featured narrators in the film.
“This film gives visual corroboration to knowledge we already have: Educating women and girls has the most optimistic, positive effects on families, communities, and economies worldwide. If to see it is to know it, this film delivers hope.”
– Meryl Streep
If you’re interested in learning more about Girl Rising, please visit their website, as well as attend the screening of their documentary Monday, April 21st in Lumina in the Fisher Student Center at 7 pm.