HALF THE SKY MOVEMENT TEAMS UP WITH INDIGO KIDS
Art Director: Lauren Austin
Challenge
How do we get the parents of children in grades 1-3 to understand the importance of giving young girls in impoverished nations school uniforms?
What it is
When girls have subsidized uniforms, attendance rates go up, and fertility rates go down. Half the Sky is highly invested in girls' education. Education delays the age in which they marry and have their first child, giving them the opportunity to become something more. As well, they are at a lower risk for violence and human trafficking. One tried and true way to ensure that a girl obtains an education is by providing her with a uniform.
Target
Urban, educated parents of 6 to 8-year-olds.
Insight
Sometimes parents feel like they want to contribute to the world, but they are busy and unsure of how to do it. When their children are invested in a cause it becomes important to them as well. Storytime is a precious moment for parents and their children to bond over learning and discuss what matters to them.
Big idea
Storytime Gets Real.
Window displays are placed in the fronts of all Chapters Indigo stores to inform our target of our promotional event.
We have a large billboard placed nearby to encourage our target to head to their nearest Indigo Kids for Storytime.
Inside Indigo Kids, special Storytime reading nooks have been set up with tablets displaying our app. Our comfy couches encourage parents to take a moment to engage in Storytime with their kids.
Our app, titled Vivi's Uniform, tells the story of a young girl in Cambodia who chases a flying uniform around her village. The app is educational, including simple math questions and sound-it-out words in Khmer. The story ends with the option for parents to enter their emails for further information. They also have the chance to donate anytime with the "HELP HER GRADUATE" button.
We give our target the option to donate at Point of Sale with our back wall of graduation caps.
For our graduation cap donations, our target makes a contribution, removes the bookmark insert, and signs their name before their cap is hung on the wall. The target's children will have a question to answer about a "remarkable girl" on the bookmark; they will be reminded of their connection to the girls they are helping every time they use their bookmark.