A D&AD brief by WPP and Theirworld, for which a brand had to be created that had the aim to connect initiatives, organisations, and campaigns worldwide, with the single goal of using technology to get and keep girls in school learning.
The number of girls that don’t go to school at all is 33 million, and there’s millions more who aren’t learning and will eventually drop out of school early.
The brand had to change perceptions amongst governments, institutions and companies. Alongside this it had to inspire girls around the world to believe in technology being able to aid them with their education and lead them to a bright future.
The project entailed of branding and identity design, poster advertisements, an online presence, and a Social Media (Facebook) campaign.
Social Media Campaign
The social media campaign is based on using the various networks (in this case Facebook) available to interact with people and engage them with the brighther charity. A notification attracts everyone’s attention instantly, and in this concept it is used to ask people a question sent by the girls supported by brighther.
The main aim is to take your own time out to ‘brighten’ unprivileged girls day by educating them with simple answers for their questions. The dark background symbolises this.