#BeTheChange

Brand - CARE International
Type - Integrated Ad Campaign

Challenge - While it is a growing issue for everyone around the globe, climate change disproportionately jeopardizes the future of women and young girls. It is responsible for a 50% increase in child marriages, a 70% increase in school dropout rate among young girls, and a 5% increase in deaths of women and babies in underdeveloped areas. CARE’s goal is to raise awareness for this issue and inspire viewers in more developed areas to become the next “Climate Heroes.” By supporting CARE, young professionals can make a positive global impact from the comfort of their homes.
Target - Our target audience was The Conscientious Millennial. Aged 28-43, these young professionals are tech-savvy, financially responsible, and full-time workers. They are highly empathetic individuals who are deeply concerned about the environment, and they prefer to shop with brands that reflect these beliefs and make positive impacts.
Most Compelling Promise - By donating to CARE, you become part of a global community of people who are committed to creating a better world for us all and a brighter future for young women and girls.
Insight - Our target doesn’t understand how climate change impacts women more severely than men since they live in parts of the world where this discrepancy is less noticeable.
Solution. - Show the world how many women & girls miss out on key life experiences while they are trying to survive. All little girls deserve to live their life to the fullest.

Art Directors Alyssa Thompson and Lara Molinari
Strategy Lauren Degennaro
Account Ashley Shapiro
Production Leigh Vo

Created Spring 2024