Stories with soul, Conversations that captivate, Messages that matter
Lenovo + YUWA | #PitchToHer
My role: Creative concept and strategy, copywriting, script writing, on-ground coordination, content creation, live blogging
Recognition: IDMA 2015: Integrated campaign GOLD // Abbys Goafest: Integrated campaign - cause marketing GOLD
In 2015, Lenovo partnered with YUWA, an organization that works with girls in rural Jharkhand, India — a place where girls are at risk of child marriage and human trafficking.
On the ground, there was a legitimate concern that without the knowledge and skills to use them, donated computers, tablets and smartphones would create more problems than they solved.
The core mission of YUWA is to use team sports and education to build character, confidence, and courage; and thus it was essential to avoid depiction of the girls as smiling-faced charity cases.
We gave YUWA girls the confidence and opportunity to choose the best tech-based ideas that could transform lives in rural Jharkhand, as we invited our audience to #PitchToHer.
The reward was an internship at YUWA to work with the girls and bring their idea to life.
On social media, we engaged the audience with regular updates from the Lenovo Lab at the YUWA School, as the girls used their new tech in empowering, fun and relevant ways.
The website saw more than 5000 pitches come in, and we reached over 40 million people online. We saw nearly 7 million impressions on Twitter and trended nationally for several hours on two consecutive days.
The girls selected three ideas, and the winners visited the YUWA School to work on their projects. The goodwill generated for Lenovo and YUWA far outlived the campaign, and inspired a number of people (myself included) to volunteer their time, or donate to the YUWA cause.