Problem: The COVID-19 pandemic posed a significant threat to girls' education globally, with over 20 million at risk of never returning to school. India accounted for half of these girls, putting their future in jeopardy.

Objective: To create a movement that raises awareness about the critical issue of girls' education and motivates people to take action, ensuring 10 million girls return to school and pursue their dreams.

Idea: #AllyUpForHer - a campaign to raise awareness, garner support for girls and drive action.

Execution Strategy:

The campaign consisted of two phases:

Phase 1: Awareness (Pause and Think)

• We utilized engaging digital creatives to convey the message: Lockdown is temporary, but its impact could be permanent
• On June 11, at 11:11, people united to raise their voices for the cause, creating a powerful moment of collective awareness and setting the foundation for meaningful action

Phase 2: Interest (My School Memory Challenge)

• Directed the campaign down memory lane to convert awareness into action
• Participants shared school pictures, reminisced about memories, and addressed the pressing issue
• Influential figures from various sectors joined the cause, amplifying the message

Results:

• Phase 1: Reached 5.6+ million people, generating 320k+ engagements
• Phase 2: Boosted engagement by 824% compared to Phase 1
• Secured 75k+ petition signatures to empower 10 million girls to return to school