The United Nations Foundation’s Girl Up campaign is engaged in a grassroots movement of almost a half a million young activists by featuring the initiative on social media channels and the Girl Up website. To promote and celebrate the United Nations’ International Day of the Girl, Girl Up planned the “11 Days of Action” initiative.
nclud was approached to create an advocacy campaign for the 11 Days initiative that persuaded participants to share personal and emotionally-charged stories with their community and the world. These stories were meant to encourage public and advocacy conversations about challenges young women face globally. And we had just eleven days to do it.
It was time to shed the unimaginative and predictable practices in the advocacy space.
We decided to base this campaign on rich content and imagery, but present it through unique site and social interactions, with the goal of an extended engagement, or a narrative over time — which left the United Nations Foundation an opportunity for a breakthrough.
nclud created a model of guiding users through a high-touch path of daily calls to action, ranging from downloading the “Donate a Photo” app and donating to “Change for Change” to submitting self-made videos and participating in a Twitter Town Hall event. The path would end with users signing a “Girl Declaration” on day eleven. We weren’t just telling a story or asking a question — we were going to encourage interaction and recruit not just girls to a movement, but have a global conversation.
The final element of the campaign was to work with visible advocates to be featured and promote the campaign itself. Public figures such as First Lady Michelle Obama, Victoria Justice, Nigel Barker, Ivanka Trump, Monique Coleman, and Sasha Alexander actively contributed and discussed the campaign through town halls, events, and social media.
Design & User Experience
With only an eleven-day window for the entire campaign, agility meant success.
We worked with the United Nations Foundation team to research the content and interactions that the personas of their audiences historically engaged with. By creating a system of three distinct content types — Girls in Action, Girl Up Champion, and a varied call to action, we designed a horizontal experience where each individual day, story, and social conversation was in context with each other — while featuring the theme of the daily campaign topic.
Content and imagery were updated on a daily basis as each call to action was punctuated with an inspirational story of a girl struggling with poverty or adversity against education, paired with the advocacy of a famous public figure, called a “Champion.” The daily calls to action then directed users to “hands-on” activities such as uploading photos and videos, participating in Twitter Town Halls with celebrity partners, donating to “Change for Change,” and signing a “Girl Declaration.”