Ignite: The Empowerment Workbook

Credits & Description:

Title: Writing Our Rights: The Empowerment Workbook
Agency: Pereira & Odell
Brand: Ignite
Country: USA
Entrant Company: Pereira & Odell, San Francisco
Advertising Agency: Pereira & Odell, San Francisco
Production Company: Calitho, Concord / Ntropic, San Francisco / Xyz, San Francisco
Production Company: Ntropic
Director: Tali Oliver
Chief Creative Officer: Pj Pereira (Pereira & Odell)
Executive Creative Director: Jason Apaliski (Pereira & Odell)
Senior Producer: Owen Bly (Pereira & Odell)
Director Of Communications: Molly Parsley (Pereira & Odell)
Creative Director: Estefanio Holtz (Pereira & Odell)
Executive Creative Director: Rob Lambrechts (Pereira & Odell)
Copywriter: Andre Bittar (Pereira & Odell)
Illustrator: Rafaela Teixeira (Independent)
Illustrator: Bruno Menon (Independent)
Copywriter: Tracy Silagi (Pereira & Odell)
Designer: Carolina Penner (Pereira & Odell)
Senior Social Creative: Oscar Nilsson (Pereira & Odell)
Group Account Director: Ashley Brown (Pereira & Odell)
Account Supervisor: Jessica Zou (Pereira & Odell)
Executive Producer: Erin Davis (Pereira & Odell)
Director Of Business Affairs: Russ Nadler (Pereira & Odell)
Associate Director Of Creative Services: Jennifer Carrillo (Pereira & Odell)
Ecd/Founder: Nathan Robinson (Ntropic)
Director/Creative Director: Tali Oliver (Ntropic)
Director Of Photography: Cliff Traiman (Ntropic)
Director Of Photography: Ed Ng (Ntropic)
Executive Producer: Michael Bennett (Ntropic)
Senior Producer: Emily Avoujageli (Ntropic)
Line Producer: Mark Dwyer (Ntropic)
Editor: Jack Bibbo (Ntropic)
Editor: Regina Rivard (Ntropic)
Color Artist: Kristy Navarro (Ntropic)
Designer/2d Animator: Kk Lin (Ntropic)
Cg Artist: Aaron Townsend (Ntropic)
Outcome:
This is our limited first edition but pre-orders have begun for future printing. Future editions could also include different quotes and women to expand the representation.Increased donations to Ignite by 191%Social media impressions doubled
Execution:
When girls open the handwriting workbook, they are met with cursive and capitalization exercises. Each one comprises the speeches of 10 iconic female leaders, accompanied by unique illustrations. As girls complete the exercises, they read and write words that encourage equality between genders, self-empowerment, and political involvement. Perforated pages allow quotes that resonate to be used as posters. At the end of the book, a blank page gives girls a place to write their own inspirational words. The book is available in two ways: professionally bound and printed or as a free PDF.
Synopsis:
Studies estimate that the amount of women in political office won’t reach parity for another 100 years. Ignite, an organization that helps young women get involved in politics, is working to ensure that equal representation happens sooner; however, the estimation seems likely to become a reality, with women currently holding just 22% of elective offices. We believe that, to create the next generation of female leaders, we shouldn’t wait until those women become women; we should be talking to them now. By offering a message of empowerment to girls as they form their identities, we give them the best chance of growing up to change the status quo.
Campaign Description:
To inspire girls to become the next generation of political leaders, we created Writing Our Rights: a workbook that aims to develop more than just handwriting. Rather than featuring the generic sentences typical of workbooks, every exercise will be comprised of powerful quotes from 10 iconic female leaders and designed to make both the woman and her words familiar and relatable to young girls. Though they come from different time periods and reference different views, these words all teach girls the same lesson: They are powerful. The more young girls learn and write their rights, the more likely they will grow up inspired to change the status quo.