StrawberryFrog launches “The Girl Epidemic,” a jarring campaign by Sheetal Mehta the Director of Nanhi Kali, who brought in the award winning agency StrawberryFrog to create and develop this new global campaign. Mehta has been busy producing some of the world’s most provocative advertising and communications to raise awareness about her most passionate cause, the educating of young girl children. “The Girl Epidemic is our most powerful campaign yet,” says Mehta about TheGirlEpidemic.org which launches next week.nn
nView video & see credits online here.nnTo create this persuasive and affecting campaign, StrawberryFrog worked very closely with the world famous photographer and director Indrani who is known for her work with everyone from Lady Gaga to David Bowie. “The results are incredible,” says Mehta. n n”The StrawberryFrog and Indrani teams traveled to India earlier this year to shoot on location. Through the tenacity and passion of Indrani they were able to capture their extraordinary story on film.”nnIndrani said, “This was an important piece of work for me personally. I am very passionate about this cause and operate my own girls school near Calcutta.” Working with Nanhi Kali and StrawberryFrog was an incredible experience. Together we have created an earthquake that we hope will shake up the world."nnThis year, Scott Goodson, launched his book Uprising explaining how to "turn a brand into a movement", while the agency he founded in 1999 put his words into practice once again in this new cultural movement. nn”Our goal with this work is to generate more money to educate girl children. Period,” says Scott Goodson, Chairman of StrawberryFrog. “And we wanted to do this with the greatest weapon we have at our disposal: creativity and innovation.”nn”The Girl Epidemic must be seen and shared, there’s never been anything like it” says Sheetal Mehta, Director of Nanhi Kali. “The work for Nanhi Kali could convert those who think that creativity in advertising is on the wane. The sheer volume of first-rate award winning work produced is impressive. From the simple brilliance of “A Girl Story” AGirlStory.org which is the worlds first donation based online film series to another standout: The Girl Store www.the-girl-store.org an opportunity to bring e-commerce and creativity together in an innovative campaign and where you can buy a girl her life back before someone else takes it,” continues Mehta.nnAnand Mahindra, Chairman of Mahindra Group, whose Foundation supports Nanhi Kali, said of the Girl Epidemic: “The creative excellence, strategic smarts and work ethic of Nanhi Kali and StrawberryFrog has helped spark something special for brand Nanhi Kali. Further, StrawberryFrog has maximized limited resources with creativity that punches way above its weight. The Girl Epidemic is powerful enough to start a movement. The momentum slowly built over the past four years has created a body of work for Nanhi Kali that is outstanding. We are seeing Nanhi Kali at its best.”nnWith the launch of The Girl Epidemic, Nanhi Kali and StrawberryFrog display a mastery of communications which has made the team a fixture on the 2011-2012 awards circuit picking up Cannes Lions, One Show Awards, Andy Awards, and also picking up the FWA to name a few.nnThe Girl Epidemic shows how girls in some parts of the world are treated an infectious disease. It highlights the centuries-old absurdity that would value the life and potential of a young girl less than a boy, the result of which is the disappearance of girls, the selling of young girls as young as 8 years old into sex slavery or marriage. The extremely powerful campaign brings home the message that this is wrong, that it must stop, and that education is the cure. In fact it is the cure to solving the most important challenge we face as human beings. If you educate a girl you educate a family, and as a result you reduce overpopulation, environmental impact, hunger, disease and a host of other world problems. The Girl Epidemic shows how educating a girl can save the world.nnThe multiplatfom Girl Epidemic campaign features an innovative ecommerce site. The main spark to ignite the Girl Epidemic is a major film production for YouTube and the Girl Epidemic site ecommerce site where you can make donations. It is a unique trailer-style film that dramatizes an already disturbing societal norm. Young girls are often sold into sex slavery, child labor, and arefrequently killed at birth because they are not of the desirable sex: male.nnBased on the strategy and creative idea developed by StrawberryFrog, Director Indrani helped shape the film to feel as if the viewer is getting a firsthand look into the all-too common violent reactions and actions taken against innocent girls in India. The images are shocking and provoking- much like the actual acts of violence themselves.nnThe cure for The Girl Epidemic is Education. Donating to www.TheGirlEpidemic.org can help change deep-seated social norms by allowing girls to receive an education, therefore transforming young girls to become valuable members of society- making them indispensable.nnThe Girl StorenNanhi Kali brought in StrawberryFrog in 2009 to work on its brand when it was faced with the challenge to launch the brand globally.nnIn order to spark a global movement in which people could actively do something to save the lives of girl children, StrawberryFrog commissioned qualitative research to understand the nature of cause marketing and what would connect an issue based in India with Millennials across the planet. It found an emerging trend, that describing the issue was too complicated for people, that positioning it as an issue for the world was important, that it was now about an internal quality about identifying with ones own potential seen through the limitations and potential of girls in India. The issue became more meaningful and bigger in this context. StrawberryFrog also looked at how people were reacting after seeing contents and messages, and realized the importance of providing immediate and simple action for people who wanted to become involved to change the world, the opportunity to build e-commerce into the solution and the impact this would make as well as social media. The result was three Cannes award winning campaigns such as “The-Girl-Store.org” both of which have been highly effective campaigns that have helped Nanhi Kali lead the educating of girl children issue globally, generate donations to power the schools and education for thousands of girls.nnVisit www.TheGirlEpidemic.org
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StrawberryFrog Contact Alek via email
Contact:Sheetal Mehta Director of Nanhi Kali Contact Sheetal via email
SPW Category:Public Service Announcement (PSA) News
Union’s Tim Thornton-Allan Edits Santa’s ‘Naughty List’ for Toyota
There's still time to set things right...
We may not get a second chance to make a first impression, but when the opportunity presents itself to right our wrongs in time for Christmas, we should seize the moment. In a new holiday spot for Toyota, a little boy realizes he is probably on Santa’s “Naughty List” and resolves to do something about it. The spot was created via Conill Advertising, produced by MJZ, directed by Fredrik Bond, and edited by Tim Thornton-Allan of Union Editorial/Los Angeles and Marshall Street Editors/London. Watching a program on his iPad in the back seat of his dad’s Toyota Tundra, our young protagonist receives a warning: “If you’ve been naughty, Santa won’t bring you any presents.” The lad wastes no time: “Papa! Turn back!” he commands. Father and son proceed to make the rounds, stopping at school, the neighbors, and elsewhere around the neighborhood, to set things right and deliver apologies. The boy even goes so far as to make amends with his little sister - returning the head of a favorite doll. The child’s restitution has the desired effect, and on Christmas morning, he receives exactly the gift he’d asked for. Judging by what he does next, he may have his work cut out for him next year, but we can all just take things one “Naughty List” at a time. Read More
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