Girls on the Run | One in a Million Campaign
Girls on the Run is an international non-profit organization that is dedicated to creating a world in which every girl knows and activates her limitless potential and is free to boldly pursue her dreams. Girls on the Run groups meet twice a week and follow a curriculum designed to teach life skills through dynamic, interactive lessons and running games. Recently, they celebrated the major milestone of inspiring one million girls to confidently live to their full potential.
Talk about impact. To prepare for this milestone, they approached us with the challenge of creating a “One in a Million” campaign that would celebrate the women and girls around the world who have been part of shaping the GOTR story.
We began by crafting a series of brand boards to help us hone-in on a theme. We like using brand boards for campaigns such as this one to make sure we’re on the same page with our client, both in terms of concept and design direction. For example, after analyzing the themes, GOTR expressed that they would like to emphasize the phenomenal women who were involved in their program rather than highlighting famous women leaders. With this feedback in mind we were able to more refine the design to meet their goals and vision. Here are our initial theme pitches:
With the refined theme as our guide, we began thoughtfully selecting and proposing campaign implementations we thought would best tell the Girls on the Run story.
With a large (and growing) social media presence, having the right hashtag was important, not only to raise recognition, but to unite all 225 councils. So we researched and dreamed up the concise, yet compelling hashtag: #M1LLION. We created corresponding social media tiles that could be used by both the international headquarters in Charlotte and the individual councils. By giving the GOTR audience sharable content to use with the hashtag, we made it easy for girls all over to join the conversation.
Girls on the Run planned to kick off the One in a Million celebration at their annual summit but needed interactive event ideas. These ideas also needed to be scalable so the individual councils (with their unique budgets and printing capabilities) could join in the party. We pitched ideas for the basic structure of the event, giving the raw materials for an abundance of user-generated content. As the summit and campaign rolled out, we loved seeing councils bring these ideas to life, share it on social media and encourage others to join the movement.
We feel so lucky that we get to partner with empathetic, empowered and energetic clients and call it our job. Big thanks to Girls on the Run for letting us join your celebration and for making a One in a Million impact!