This campaign is to give a boost to young girls’ self confidence. 

A big part of tackling this is about fighting against your fears and conquer the things you have been afraid of doing before. For one to be proud of who they are as a person, comes down to the willingness of one can change to improve themselves as a whole. 

I have created a brand, a character that can attract young girls. It aims to encourage girls to get out of their comfort and challenge their limits. Instead of asking them to accept the way they are, it will create an illusion that they should not further improve themselves as a person, that they should be contented just like that. Affirmations only work unless they do something for themselves. 

Therefore, my phone application is filled with adventures, tasks for them to achieve so that they can realize what more that they can do. Those challenges are all about getting out of comfort zone and try new things.

Summary of the GoGirl's App.

GoGirl App aims to encourage girls to do challenges that require them to get out of their comfort zone. The ability to take up challenges is the primary way by which they will grow. 

We are often afraid to try new things, in truth, comfort zones are not really about comfort. They are about fear. Once they break the chains of fear and discover the things about themselves that they may not have been aware of previously, they will learn to enjoy the process of taking risks and growing in the process. 

Badges and victory log are created so they can look at their achievements. There will be also attractive rewards for the top 10 actives of the month and when they hit a certain level to keep users using the app. Breaking your own mold can only make you stronger and more confident to reach higher levels in your personal life.

Series of posters to advertise GoGirl's app

GoGirl's postcards 

For my Instagram campaign, it focuses on asking them to think about the things that have made them stronger, everyone is a hero of their own story. It can be doing good deeds, getting through hard times, heartbreaks, I believe each and everyone has a different story to tell. 

Why is it that some people have a higher self-esteem than others? 

Why can some people live happily with their flaws and failures? It all boils down to one thing - A healthy mind.

Therefore I hope that this campaign will assist them to have a healthy mindset, embracing their unchangeable flaws and be proud of their achievements instead. Once they are out of their comfort and realize all the things they can do, they can be proud of themselves. 

 Appearance can’t be fixed but inner-self can be nurtured.

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