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.
This story is amazing. I think their strategy to generate money for this charity is brilliant and extremely beneficial. I think that email each viewer pictures and names of the girls that they have helped adds a personal touch to the advertisement for this organization.
I think that this documentary is such a marvelous idea! It is so sad that there are girls and people all over the world who do not have the same freedom’s that we do and the ability to speak their minds. The fact that this organization allows for that to happen is such a grand thing.
This was an amazing article and was very inspiring to read. I have never heard of Girl Rising but after reading this blog post, I will defiantly look up Girl Rising and try to find the full documentary. I forget how often I take my life and education for granted so I find it very important to be reminded just how blessed we are to live in this country. Organizations such as this one give me so much hope for the future.
I love when i hear about awesome organizations like this. Espeicllay when they are helping with girls and women’s rights to education. Like Amanda said I too often take for granted and forget how lucky i truly am to get an education. Maybe I wont complain about going to my 8 am any more
This article was great! I would love to be apart of an organization like this one and support and help those girls. The trailer of the documentary was very heartfelt! The emotional connection alone would grab people’s attention and hearts. Girl rising advertising techniques was very effective.
I enjoyed this perspective of advertising as a tool for social change. Nowadays, and often with good reason, advertising is portrayed in negative light, but this is because its associated with corporate greed, deception and false promises. But, I liked how you made advertising sound like vehicle, and that there are different destinations or sectors to work in like non-profit or travel. I’ve been thinking about different career options that I can pursue with a degree in communication studies and, like a lot of people, and deliberating between making money or making change. Your article was an inspiring illumination of an example of NGO advertising.
I loved that you wrote about Girl Rising. Being a member of the Panhellenic community we work with Circle of Sisterhood which does work a lot like Girl Rising. Girl Rising is an amazing film and that promotes education for impoverished women. I think it is a smart move that they have paired with CNN in order to reach more people. Documentaries like this allow people to see the social change that needs to occur in this world. It makes me proud that people are recognizing that education for women and girls is so vital to our world.