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Thousands of Girls Living Free of Fear

Thousands of Girls Living Free of Fear

Patricia Murphy

Patricia Murphy

October 29, 2019

A partnership with Vogue Australia elevated Havas Melbourne and World Vision’s award-winning “1000 Girls” campaign

The partnership enabled us to leverage the credibility of Vogue to attract influential women to an event for World Vision

Every year, millions of girls are forced to drop out of school to marry and have children before they are emotionally and physically ready.

In 2018, Havas Melbourne and World Vision’s award-winning “1000 Girls” campaign motivated Australians to empower girls facing these harsh realities by supporting education and financially investing in their developing communities. In doing so they protected the futures of 1,565 girls around the world. While final numbers are not yet available, the second year of the campaign, which drew to a close on International Day of the Girl (October 11), has seen the sponsorship of more than 2,000 girls who can now look forward to a future full of previously unimaginable possibilities.

Havas Melbourne’s Business Director Sarah O’Leary talks about the international growth of the campaign and how a unique partnership with Vogue Australia elevated the “1000 Girls” campaign to new heights in its second successful year.

 

What is the overall goal of this campaign and how do World Vision and Vogue partnering together help accomplish that goal?

The goal of the campaign is to drive donors to sign up to sponsor 1,000 girls in emerging countries who face harsh everyday realities. The money from sponsorship will help these girls have more control over their own futures by providing access to education and supporting community development in areas like healthcare, sanitation, and water.

The Vogue partnership was included as a mechanism to launch the campaign with a bang. It enabled us to leverage the credibility of Vogue to attract influential women to an event for World Vision. That event and the content from it were then able to be amplified through paid media, Vogue’s owned assets, earned PR, and the extensive reach of our influential female attendees to connect with a mass audience.

Tell us more about the partnership with Vogue Australia and the 1000 Girls breakfast. What was the event like and what were the results?

The focus of the breakfast was a panel discussion run by Vogue Australia Editor Edwina McCann, featuring World Vision Australia CEO Claire Rogers, local celebrity ambassadors and child sponsors Mel Doyle, Jessica Gomes, and Samantha Harris. The discussion enabled the ambassadors to describe their experiences of visiting “the field” where they had witnessed firsthand the transformative impact of child sponsorship. It was a powerful way to make the impact of sponsorship “real” for the audience.

The event generated significant media coverage and stimulated a spike in social media conversation about World Vision and the 1000 Girls program. In the days following the event we also saw a significant uplift in the average number of girls being sponsored each day.

What has been the reaction to this campaign based on the positive momentum from the work in 2018?

The success of the 2018 campaign in Australia led to the initiative being rolled out in 10 other markets around the world, including the UK, New Zealand, Canada, and Singapore.

This year’s campaign has again been greeted extremely well by the Australian public and is on track to achieve well above 1,000 girls sponsored.

"It is a rare privilege to come to work every day and make a difference in someone’s life"

What did you learn from the success of the campaign in 2018 that informed this most recent campaign?

The charity market has become even more competitive since 2018 and we recognized that in this environment simply doing good is not enough to get people’s attention. That’s why we positioned the campaign as a movement to support female empowerment, ensuring that supporters recognized they were part of something bigger than just a charity drive.

In addition, events for World Vision’s Philanthropy team in 2018 highlighted the power of an experience to really get people to understand the true impact of sponsorship, which led to the idea of the Vogue breakfast.

At a pragmatic media level, we leveraged all our audience insights from 2018 across digital channels to ensure that our tactic selection, flighting, and messaging were optimized from the launch. 

Are there any interesting/impactful/touching stories that came up while working on this campaign that you’d like to share? What inspires you to do this work?

Each of the ambassadors told a personal story of their experience meeting girls whose lives have been transformed by child sponsorship. Their articulation of the hardship faced by these girls, and the change in their lives enabled by the sponsorship program, was incredibly moving and powerful and really helped make the program’s impact real.

The team is motivated to work on World Vision, even though it is an intensive performance media client, because we know that it is a rare privilege to come to work every day and make a difference in someone’s life. Many of the team have now gone on to sponsor girls and boys themselves, and the agency also sponsors a child so we can maximize our impact!

How do you feel media agencies can play a role in amplifying positive messages like this one?

The role of the agency is to help communicate the campaign message to the most relevant and engaged audiences. That means challenging convention in a very traditional category. It means we need to think outside the box to ensure we are getting people’s attention in a constructive manner that encourages them to (re)consider very mature product.

The success of this campaign comes down to a very tightly orchestrated mix of paid, owned, earned, and shared media, the execution of which requires intense collaboration between us, the media agency, and multiple client stakeholders. That only helps when you have a strong, trusting relationship with your client and when you are treated as a true extension of their marketing team. To us, this is truly a great example of “better together.” 

The partnership enabled us to leverage the credibility of Vogue to attract influential women to an event for World Vision

Every year, millions of girls are forced to drop out of school to marry and have children before they are emotionally and physically ready.

In 2018, Havas Melbourne and World Vision’s award-winning “1000 Girls” campaign motivated Australians to empower girls facing these harsh realities by supporting education and financially investing in their developing communities. In doing so they protected the futures of 1,565 girls around the world. While final numbers are not yet available, the second year of the campaign, which drew to a close on International Day of the Girl (October 11), has seen the sponsorship of more than 2,000 girls who can now look forward to a future full of previously unimaginable possibilities.

Havas Melbourne’s Business Director Sarah O’Leary talks about the international growth of the campaign and how a unique partnership with Vogue Australia elevated the “1000 Girls” campaign to new heights in its second successful year.

 

What is the overall goal of this campaign and how do World Vision and Vogue partnering together help accomplish that goal?

The goal of the campaign is to drive donors to sign up to sponsor 1,000 girls in emerging countries who face harsh everyday realities. The money from sponsorship will help these girls have more control over their own futures by providing access to education and supporting community development in areas like healthcare, sanitation, and water.

The Vogue partnership was included as a mechanism to launch the campaign with a bang. It enabled us to leverage the credibility of Vogue to attract influential women to an event for World Vision. That event and the content from it were then able to be amplified through paid media, Vogue’s owned assets, earned PR, and the extensive reach of our influential female attendees to connect with a mass audience.

Tell us more about the partnership with Vogue Australia and the 1000 Girls breakfast. What was the event like and what were the results?

The focus of the breakfast was a panel discussion run by Vogue Australia Editor Edwina McCann, featuring World Vision Australia CEO Claire Rogers, local celebrity ambassadors and child sponsors Mel Doyle, Jessica Gomes, and Samantha Harris. The discussion enabled the ambassadors to describe their experiences of visiting “the field” where they had witnessed firsthand the transformative impact of child sponsorship. It was a powerful way to make the impact of sponsorship “real” for the audience.

The event generated significant media coverage and stimulated a spike in social media conversation about World Vision and the 1000 Girls program. In the days following the event we also saw a significant uplift in the average number of girls being sponsored each day.

What has been the reaction to this campaign based on the positive momentum from the work in 2018?

The success of the 2018 campaign in Australia led to the initiative being rolled out in 10 other markets around the world, including the UK, New Zealand, Canada, and Singapore.

This year’s campaign has again been greeted extremely well by the Australian public and is on track to achieve well above 1,000 girls sponsored.

"It is a rare privilege to come to work every day and make a difference in someone’s life"

What did you learn from the success of the campaign in 2018 that informed this most recent campaign?

The charity market has become even more competitive since 2018 and we recognized that in this environment simply doing good is not enough to get people’s attention. That’s why we positioned the campaign as a movement to support female empowerment, ensuring that supporters recognized they were part of something bigger than just a charity drive.

In addition, events for World Vision’s Philanthropy team in 2018 highlighted the power of an experience to really get people to understand the true impact of sponsorship, which led to the idea of the Vogue breakfast.

At a pragmatic media level, we leveraged all our audience insights from 2018 across digital channels to ensure that our tactic selection, flighting, and messaging were optimized from the launch. 

Are there any interesting/impactful/touching stories that came up while working on this campaign that you’d like to share? What inspires you to do this work?

Each of the ambassadors told a personal story of their experience meeting girls whose lives have been transformed by child sponsorship. Their articulation of the hardship faced by these girls, and the change in their lives enabled by the sponsorship program, was incredibly moving and powerful and really helped make the program’s impact real.

The team is motivated to work on World Vision, even though it is an intensive performance media client, because we know that it is a rare privilege to come to work every day and make a difference in someone’s life. Many of the team have now gone on to sponsor girls and boys themselves, and the agency also sponsors a child so we can maximize our impact!

How do you feel media agencies can play a role in amplifying positive messages like this one?

The role of the agency is to help communicate the campaign message to the most relevant and engaged audiences. That means challenging convention in a very traditional category. It means we need to think outside the box to ensure we are getting people’s attention in a constructive manner that encourages them to (re)consider very mature product.

The success of this campaign comes down to a very tightly orchestrated mix of paid, owned, earned, and shared media, the execution of which requires intense collaboration between us, the media agency, and multiple client stakeholders. That only helps when you have a strong, trusting relationship with your client and when you are treated as a true extension of their marketing team. To us, this is truly a great example of “better together.” 

Patricia Murphy is a content creator with a background in digital health and lifestyle journalism. She loves to chat and tell stories.

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