International Day of the Girl offered a moment to do more than raise awareness. BGCA and Dove shared a mission around confidence, self-esteem, and opportunity — but the challenge was turning that shared purpose into action, urgency, and measurable impact.

My Role

Lead strategist and creative driver, responsible for campaign strategy, creative concept, messaging, and execution. I acted as the liaison between BGCA and Dove ensuring alignment with the campaign strategy and approvals across both organizations.

The Idea

Based on BGCA and Dove’s studies, girls are navigating challenges unlike any generation before them — from cyberbullying to declining self-esteem. I developed the campaign narrative and messaging framework around one core belief: Supporting girls means giving them the tools to lead with confidence — on their own terms. The language was intentionally affirmative and forward-looking, positioning donation as an act of belief, not pity.

Lead like a girl. Advocate like a girl. Have confidence as a girl.

Why It Matters

This campaign showed how purpose-led partnerships can be both emotionally resonant and operationally strong. By aligning brand voice, nonprofit mission, and execution under a single strategy, the work delivered immediate impact and built a partnership that continued to grow.