2016 Winners & Shortlists

Creative Execution

A teaser “#girlinPinkBoots” was launched to create awareness and conversation of a girl who needed help. We inviting the public to spot and share campaign posters we strategically placed in high traffic areas. The #girlinpinkboots hashtag would drive people to a microsite with a countdown of when she was coming. A week later the campaign #storyforchela was launched, the public got introduced to Chela, a girl on a mission to create awareness and raise funds. The public would submit their story, give their donation equivalent to the words submitted and share their social badge online.

In our quest to create awareness we got organic endorsements from key local & international personalities & brands some of who were Miss Obama, British High commissioner, Dr Christian Turner, Former CNN news anchor Jeff Koinange plus free media coverage from two of the largest media groups in Kenya. Due to the social badges we had people writing their stories after seeing one in their social circles. We reached up to 13.9 million impressions online from 3,600 Twitter mentions by 841 users. We raised over 9 million in a little over 6 weeks with a very limited budget.

The Kenyan education sector does not support leisure reading culture. Only 2% of the primary schools have libraries. In turn this has curbed the literacy levels of the Kenyan children. Storybooks have been core contributors in raising literacy levels, learning of new languages and enhancing creativity and imagination. The campaign was to create awareness highlighting the literacy levels at a national level, help fund-raise money needed to build 100 libraries in the country and encourage reading culture of storybooks by the children. Our main target audience was every Kenyan with the ability to tell a story for the sake of their children. Our campaign created a movement for the children by the children led by one of their own, a little girl in pink boots called Chela. She was going to demand the stories back for the children by asking Kenyans to write the first book co-authored by a nation.