We created “Je, Tu, Elles” a humanitarian web series in the form of a road trip documentary. We sent two young women to Senegal on a journey to learn from the people who live the everyday struggle of teaching women in small villages how to read. Our two young “social-trotting” women were featured in five episodes and were joined by French popstar, Amel Bent, who also helped advance the mission of Always UNESCO.

We also created a simple social impact mechanism that was easy to understand: 1 FB like = 1 donation to the literacy program. We included a contest component allowing the winner to join the two girls in Senegal for the shooting of the last webisode.

The programme allowed 655 Senegalese girls to benefit from 394,000 lessons. It captivated the Always community on FB, generating TEN TIMES more engagement on the page than the average (2.9% vs 0.28%).

The webisodes viewership also exceeded all our expectations: 1.3 Million viewed videos (index 153 vs. objectives) / +41,000 fans (index 128) / 189,000 likes on FB posts (index 189).