MRM: Supporting Girls' Education in Developing Countries

Change Minds. Change Lives.

MRM partnered with 10x10 in its global campaign for girls' education, dedicated to a powerful message: educating girls in developing countries will change the world.

Why Pro Bono?

Why Girls? Educated girls dramatically improve the well being of their families, their communities, and their countries. Educating girls reduces poverty, child mortality, population growth, HIV infection rates, occurrences of terrorism and corruption.                    

Give a girl an education and amazing things happen. Girl Rising is the feature-length film at the center of 10x10’s global action campaign for girls’ education. The film reveals the extraordinary stories of girls from around the globe, fighting to overcome impossible odds on the road to realizing their dreams of education. Directed by Academy Award-nominated director, Richard E. Robbins, Girl Rising includes voice performances from actresses Meryl Streep, Kerry Washington and Selena Gomez.

10x10 is a campaign to reach global audiences and inspire individuals to take action for girls. Stories about the power of educating girls are told through photos, videos, blogs, books, and sometimes in 140 characters or less.  The campaign is creating a new paradigm in social-issue filmmaking by bringing together production and advocacy right from the get-go.

Award-winning journalists at The Documentary Group and Paul G. Allen’s Vulcan Productions founded 10x10, along with strategic partner Intel Corporation and project partners CNN and Google. MRM is honored to be working alongside these esteemed companies.

Process

The MRM team met with Intel and the 10x10 digital marketing lead to brainstorm communication strategies, which led to MRM’s role as pro-bono agency to help to build excitement around the launch of Girl Rising.

On October 11, 2012, the first UN International Day of the Girl, the first phase was launched – refreshing the 10x10-branded YouTube channel to feature the film trailer.  The launch kicked off with an event hosted by Christiane Amanpour at the Paley Center for Media in New York City.

The initiative leverages social marketing for an important social cause. During the initial phase of the campaign one dollar was donated to the cause every time the trailer was shared via social media.

More YouTube channel enhancements are rolling out for the Sundance International Film Festival in support of the film trailer release and MRM will develop a campaign to raise awareness of the film in the lead up to the theatrical release in March 2013.

Results

In the first phase of this campaign, the YouTube channel garnered a lot of attention – over 200,000 video views.

Viewers were not only watching but supporting - over $20,000 in sponsorship funds were raised within the first two weeks.

 
Basic Math
10x10 YouTube Channel

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