#62MillionGirls

62 million girls around the world are denied the right to an education. We team edup with Michelle Obama and the nonprofit, Girl Rising, to raise awareness and get people to emotionally relate to the issue. With the #62MillionGirls Yearbook, a digital yearbook made up of 62 million blank spaces. With the help of Michelle Obama and a few famous friends, we asked people to Tweet or Instagram their photo to help represent each girl. The hashtag reached #1 in the US and #3 globally. In 10 days, we generated 200K photos on Instagram and Twitter and almost 2 billion impressions. Awards: D&AD Impact | ‘62 Million Girls’ | Education Category | Wooden Pencil The One Show | ‘62 Million Girls’ | Non-profit Branded Social | Merit Shorty | ‘62 Million Girls’ | Best in Non-Profit, Best Use of Hashtag