The result of a global research conducted by Always showed that girls find it offensive when being told to do things ‘like a girl’. In turn, Always aimed to address the negative connotations associated with the phrase “like a girl” and empower girls to believe in themselves and their dreams.
Understanding the impact of societal stereotypes on girls’ confidence, we identified the need to create a campaign that would inspire and uplift girls to pursue their goals.
Quadrant MSL developed the #MyFutureStartsToday campaign, focusing on education and mentorship as key drivers of empowerment. The campaign aimed to change perceptions and encourage girls to believe in their abilities.
The campaign was executed in three phases, each highlighting a different aspect of empowerment. We leveraged social media platforms to drive conversation and engagement, using the hashtag #MyFutureStartsToday to amplify the message.
During the course of the campaign, we were able to achieve the following;
- Overall campaign conversation: 96,162,777
- Social media audience reach: 8,660,500
- Social media impressions: 47,927,462
- Total video views: 358,980
- Earned blog posts: 55
- Earned print mentions: 10
- Total offline impressions: 48,235,315
The campaign successfully empowered girls to believe in themselves and their future.
Keywords: Campaign Strategy, Social Media Management, Content Creation, Influencer Engagement
