The larger thought behind our idea stems from a simple truth: Typical advocacy today, which is a dime a dozen, is uninspiring because it typically ends at donating money or “making a stand”.

Therein lies the crux of our problem — our target audience — effectively Gen Zs aged between 16 and 26, are intensely passionate about agency and want to do more for the causes they believe in. However, the state of the space leads them to believe that many causes are beyond them, and that they simply can’t make a noticeable impact.

As such, our strategy was to redefine what it means to be an advocate. To show these passionate individuals in urban settings that activism doesn’t have to be monetary or even fleeting; that everyone has something of value to give. And through our creative, we set out to convert passive activists into active contributors and drive real, long-lasting impact at scale.

Our creative was centered on the fact that CEFMUs are one of the main reasons young girls never complete their education, nor realise the potential of their futures — and this cascades generationally. Hence, our answer — Knowledge Donors is a movement created to break this vicious cycle by urging those with the privilege of an education to donate what they know to those who desperately wish to know better.

By appealing to urban youths in populous cities through smart OOH placements at high-footfall locations and the use of social media, we ask them to donate, not monetarily — but through nuggets of knowledge, skills and experiences they’ve accumulated over the years. These pieces of knowledge were then transported to rural areas, where girls are at highest-risk, and disseminated through the everyday items they use.