International Women's Day Campaign Engages Thousands of Supporters

EXECUTIVE SUMMARY

Case Study: The Kurdish Project

Our International Women’s Day campaign for The Kurdish Project reached millions and sent hundreds of letters of support to female fighters who protect their communities every day.

We pitched a unique campaign angle for International Women’s Day to send thank you notes directly to the all-female factions of the Kurdish Peshmerga. By whiteboarding the unique traits of the story we wanted to tell, we unearthed a concept that celebrated the bravery of these women without glorifying violence: Females on the Frontline.

The campaign theme allowed us to highlight different angles of the women’s sacrifice, as they fight not only on the front lines against ISIS, but also on the front lines of breaking gender norms, protecting their families, and for the preservation of the Kurdish culture.

1
Campaign Concepting

2
Microsite Development

3
Digital Advertising

Over the course of seven days, we created buzz surrounding Kurdish female fighters and inspired hundreds of supporters to send thank you notes to Kurdish female fighters.

55,831

Video Views

44,632

Engagements on Facebook, Twitter, and YouTube

250

Thank you messages delivered to Kurdish female fighters

Strategy

Captivating Words & Images

Powerful work deserves powerful communications. Copywriting, infographics, email headers, landing pages—the list goes on—all help you move communities toward organizational goals.

Build & Engage Communities

Individuals allow organizations to achieve goals of all shapes and sizes. We seek out the right people and inspire them to get involved and take action.

Multi-Touchpoint Campaigns

Momentum matters. When we need supporters to take action, we strive to meet them where they are—on their twitter feed, in their inbox or chatting with their friends.

Implementation

  • After the campaign development, we created a microsite that reflected the theme of celebrating bravery without glorifying violence. Supporters could come to the page, learn more about the women through video and other content, and send a message of support to Kurdish female fighters. We leveraged social media to inspire interest in the campaign, and reached over 1 million people via Facebook and Twitter.

Results

Females on the Frontline

 

Our work educated thousands on the work of Kurdish female fighters and inspired hundreds of supporters to share their thanks. These messages were then delivered to the Kurdish female fighters.

#ThankYouFrontlineFemales!

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