#IWillBe Sera royal

Campaign Overview:

The "I Will Be" campaign's goal is to inspire confidence in young girls and encourage them to follow their dreams as well as to raise awareness about the devastating effects the "confidence gap" between men and women can have. The name of the campaign and the #IWillBe hashtag refers to encouraging girls to follow their dreams and be the trailblazers for the future even if some people believe they're unrealistic. (Like "#IWillBe the first female president of the United States").

WHY THIS CAMPAIGN MATTERS: Strong women make for strong communities. According to the Atlantic, there is a growing body of evidence that suggests that success "correlates just as closely with confidence as it does with competence." Women consistently underestimate their abilities and hold themselves back because of this lack of confidence - and this starts at a young age. A 2013 study done by the Dove Self-Esteem Project found that 47 percent of girls between the ages of 11 and 14 refuse to take part in activities that will show off their bodies in any way, 49 percent of girls in this age range need words of encouragement from their mothers to branch out and join clubs, and 23 percent are too afraid to raise their hand in class.


  • Utilize Twitter, Instagram and Snapchat to reach the target demographic of girls aged 11-18.
  • Gain 100,000 followers across all social media platforms by the end of the campaign.
  • Partner with celebrities and organizations already addressing these issues, like Demi Lovato and the Girl Scouts, to help promote confidence or share their stories.
  • Create a contest to share stories about how confident women have inspired the participants.
  • Create buzz about the campaign by using International Day of the Girl (October 11th) as a central date and get #IWillBe trending throughout the month of October.
  • Create a website (IWillBe.org) that can provide more information about the issue and provide resources for young girls and their parents and teachers.
Main Target Audience: Girls 11-18 who will be directly impacted by this campaign. Secondary target audiences: Parents who are raising girls who may face these issues and teachers who have the opportunity to empower young girls.

Past approaches:


This campaign was created by Lean In and the Girl Scouts to combat the negative connotations the word "bossy" can have when applied to young girls. According to their website, "Words like bossy send a message: don't raise your hand or speak up. By middle school, girls are less interested in leading than boys—a trend that continues into adulthood." While they do not necessarily have a concerted social media campaign, their hashtag is used across social media platforms and they have been able to recruit prominent celebrities to their cause, increasing their outreach.

The #banbossy campaign uses shareable pictures with quotes from famous people, statistics, or tips for girls, parents and teachers in order to spread their campaign's message.


The Always #LikeAGirl campaign is aimed at exposing the inherent gender bias in phrases such as "like a girl" that can damage a young girl's self-confidence, especially during puberty. In this campaign they attempt to reclaim the phrase and show all the amazing things girls can do. Their main campaign push is through the advertisements they create and show on television or share on social media. They also have resources for parents and teachers on their website which explain the best ways to encourage young girls' confidence.


While this campaign also attempts to address young girls' self-confidence, it differs in that it will focus on the girls' future plans and dreams. In this way it will empower young girls to believe they can achieve anything they set their minds to, and will help to create a culture that cultivates young girls' passions and prevents the drop-off that can occur between what a young girl wants to do and her eventual future pursuits. While past campaigns have focused on the importance of the now and helping a girl feel empowered at the moment, this campaign will encourage and empower young girls, parents, and teachers to think about the future, what they hope to achieve, and how to get there.

Campaign Deliverables:

  • Engage an audience of 100,000 (or more) across social media platforms talking about the issue of young girls' confidence and future success.
  • Create active social media accounts on Twitter, Instagram and Snapchat to engage a large audience.
  • Engage audiences by tweeting at least twice each day and posting to Instagram once each day through the month of October as well as creating a Snapchat geofilter with the #IWillBe hashtag for use on International Day of the Girl.
  • At the end of this campaign, there will be a website (IWillBe.org) that provides more information about this issue and links to resources for young girls and their parents and teachers so that we are better able to spread awareness.
  • Increase awareness by partnering with celebrities, well-known figures and organizations, like Demi Lovato, Hillary Clinton and the Girl Scouts, who are already vocal about these issues and therefore we will be able to create and maintain these relationships.
  • There will be a contest on Instagram and Twitter that asks girls and women for stories about either role models who inspire/d them to follow their dreams or their own personal stories about how they fought to achieve their dreams. The top three winners will have their stories shared on Twitter and Instagram and receive a signed picture from one of our celebrity partners, like Demi Lovato. This will boost our engagement from our audience.
This campaign will use Twitter, Instagram and Snapchat as those are the most popular social media platforms for 11-18 year-olds. The hashtag for this campaign is #IWillBe .

Social media content:

During the month-long campaign, there will be at least two posts on Twitter each day, at least one post to Instagram each day, and a Snapchat geofilter that will be able to be used on International Day of the Girl.


This campaign will send out at least two tweets per day: one at 9 a.m. EST and one at 6 p.m. EST. These tweets will include statistics about girls' confidence, links back to our website, pictures like those we create for Instagram, and short references to famous women who were/are leaders and innovators. This is also one of the platforms where we will host our contest, which will use the hashtag #IWillBeContest



This campaign will post to Instagram at least once per day at 3 p.m. EST. These posts will include pictures of young girls holding up signs that use the hashtag, or talking about what they want to be when they grow up as well as pictures of famous and inspiring women and empowering quotes they may have said. This is the other platform we will use to promote our contest.


Snapchat will be less heavily utilized because a Snapchat geofilter can be costly and unfeasible for an entire month. However, on International Day of the Girl, creating and paying for a Snapchat geofilter that includes our hashtag, #IWillBe, and promoting it on Instagram and Twitter will hopefully boost awareness and engagement and get people using the hashtag on the other platforms.


This campaign will hopefully help to spread awareness about how actions and words can affect girls and their perceptions of what they can achieve in the future. It will also hopefully encourage and empower girls to follow their dreams and pursue their interests regardless of whether or not it is a traditionally-female field or has been done before. Just by generating the conversation around the importance of young girls' confidence and the need for encouragement and persistence, this campaign should help continue the progress that has been made in women's rights and help change society's tone. Every little thing can have a big impact, and if this campaign can help make one girl feel like she is smart enough, or strong enough, or capable enough to pursue her dreams, then it has made an important impact.


  • https://www.theatlantic.com/magazine/archive/2014/05/the-confidence-gap/359815/
  • https://www.bustle.com/articles/8622-47-percent-of-young-girls-are-held-back-by-low-self-esteem-and-thats-not-ok
  • Pictures: https://www.shutterstock.com/search/little+blank+girl+holding+sign, https://revrandylewis.com/2015/04/21/whats-her-name/, http://news.rutgers.edu/feature/ruth-bader-ginsburg-former-rutgers-law-professor-led-legal-campaign-gender-equality/20160228, Hillary Clinton at a campaign event in Hartford, Conn., April 21, 2016. (Victor J. Blue/Bloomberg)
  • Geofilter: https://www.snapchat.com/on-demand (With a little editing by me)


Created with images by Pezibear - "child girl blond" • magicatwork - "Social Media"

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