GirlPowered

The year was 2016, and every brand was talking about what it meant to be a girl. But there was one big thing missing from the conversation: the voice of the girls themselves. So we partnered with the Canadian Women's Foundation to create GirlPowered: a campaign that allowed girls to send messages of encouragement to every girl, everywhere.

The campaign was launched with a stunt in a major shopping area of Toronto. There, girls were invited to share a message to other girls their age. Then, right before their eyes, that message was broadcasted on a billboard for the world to see.

From there, we created a billboard builder that gave other girls across the country the same chance. Soon, we blanketed major media spaces with words of encouragement from girls themselves.