To begin, we went to our country’s biggest public square and asked every girl a simple question. “What message would you give to every girl in the world?” While one creative team filmed the girls, a second team created custom digital billboards featuring these beautiful messages. Then we surprised each girl by revealing their billboard to them. The social video created from this experience reached millions of people, and drove an incredible amount of traffic to GirlPowered.ca. On this site girls could create their own message just as the girls in the video had done. Thousands did, so we created a Girl Council to choose the messages that then became real ads. These incredible #GirlPowered messages appeared as billboards, posters, social ads, in newspapers, magazines and transit ads - even in different languages. For several months, #GirlPower was blanketing our entire country. It was wonderfully unavoidable.

The impact of #GirlPowered exceeded even our most optimistic expectations. Virtually every media company in our country was inspired by the girls and donated space for their messages. Over one million dollars in media was eventually donated and as a result #GirlPowered was everywhere. From the traffic to our site we were able to see just how many different communities watched our original social video and then together with our extensive out-of-home campaign and national newspaper and magazine insertions, virtually every community was impacted. The overwhelming press coverage and our PR efforts ensured that every girl and every parent knew exactly what the campaign was and how it was created. In the end, #GirlPowered generated over 185 million media impressions. And it continues to grow. With each new medium launched more messages are being submitted, and from countries as far away as Brazil, Australia, France and Germany.