Ignite: The Empowerment Workbook [video]

Credits & Description:

Title: Writing Our Rights: The Empowerment Workbook
Agency: Pereira & Odell
Client: Ignite National
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
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)
Strategy:
Women are dramatically underrepresented in political leadership, holding just 22% of elective offices though comprising over half of the population. We knew if we wanted that number to change, we had to talk to the ones who were going to grow up to change it: young girls. Since workbooks have already proven effective in teaching this impressionable audience, creating our own was a logical choice. To ensure our message wasn’t overlooked as just another school lesson, we designed it to be entertaining and relatable to seven-year-olds (the most common workbook users). The women featured in the workbook’s pages were chosen for their diversity as well as words and accomplishments, ensuring they were relatable to girls from various backgrounds. The campaign was launched via a video on social media. Free downloads made the workbook available for everyone interested, while professionally printed copies were available for purchase.
Outcome:
Increased donations to Ignite by 191%Social media impressions doubled
Synopsis:
Women make up 51% of the population but only hold 22% of the elective office. Ignite, an organization dedicated to getting young women involved in politics, aimed to change this number by inspiring girls to become the next generation of political leaders. With a budget of $30,000, we created 300 workbooks that contain a lesson in empowerment within their handwriting practices. Every book sold gave us the ability to print another three, while free downloads made the book widely available to those who couldn’t wait to start learning.
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 comprises of powerful quotes from 10 iconic female leaders. Each page is 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.
Execution:
The workbook’s design was influenced by the little girls who will use it. Different types of design were chosen to speak to children of various backgrounds and ensure the book felt inclusive to them. Each politician was depicted with playful and colorful illustrations to make her approachable, while making the workbook feel more like play and less like a lesson. Two exercises were featured in each section: cursive and capitalization. The cursive focused on complex ideas, whereas the capitalization involved simple, powerful quotes that could be torn out and used as posters. There's a great design system where the colors follow a continuous flow, and one section moves smoothly to the next.Each book was 11" x 14"COVER AND POSTER PAGES: Finch Fine bright white 100# cover WRITING PAGES: Finch Fine bright white 80# textINKS: 4-color process plus two PMS,printed on a 6-color 40" UV Komori