#62MillionGirls

Problem: 62 million girls around the world are denied the right to an education.

Brief: Team up with Michelle Obama and the nonprofit, Girl Rising, to raise awareness and get people to emotionally relate to the issue.

Idea: 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.

Results: 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.