Missing Girls Campaigns
Every year 100 million girls are missing. They're neglected, aborted, murdered. Simply because they are girls.
In 2014, we first developed an awareness campaign to symbolize the gravity of this injustice. Through striking posters, print, a TV-viral, and brochures, the idea reached 6 million viewers, leading to 4,752 new donors. The posters have since become part of the permanent collection at Poster House, the first U.S. museum dedicated to poster art.
Later that year, we created a digital activation using one of the most-searched topics worldwide: female celebrities. On Human Rights Day, unique Google ads appeared when users searched for names like “Beyoncé.” The banner read: “Your search – Beyoncé – generated no results. If she were born elsewhere, she may no longer exist.” The ads led to a microsite where users could donate directly to Unicef projects. Over 5.2 million visits generated 260,000 new donors.
Agency: JWT Zürich
CD & AD: Michele Salati
Photographer: Robert Bartholot
Director: Roger Guardia