The Idea:

To recognize the women who make it on their own; who are the reason for who they are. It plays into the ideal of women’s empowerment, subtly acknowledging that millennials do go about crafting their own destiny.

The Thought:

I am the reason I shine.

The Involvement:

The campaign uses the perspectives and approaches that millennials employ to create an association with them. It finds similar ground with the TA by voicing the silent thoughts that run through their minds.

The Campaign:

Using a 360-degree approach to reach the TA, the campaign takes to social media and employs influencers to further the cause and case.