National geographic channel and 21st century fox announce girls education initiative tied to the exclusive broadcast premiere of "He named me Malala"

Adland: 

More than 60 million girls are out of school around the world. It’s time to take action. Today, the National Geographic Channel and 21st Century Fox, in partnership with the Malala Fund, announced they would launch a social initiative to raise awareness for girls’ right to education and safe schools for every child. Timed to the exclusive global broadcast television premiere of Academy Award winner Davis Guggenheim’s feature documentary He named me Malala, the initiative will engage audiences through social platforms and drive a charitable donation to the Malala Fund of up to $50,000 from 21st Century Fox.

Starting today, Feb. 18, NGC will launch a highly visible campaign on its Facebook and Twitter platforms encouraging users to Stand #withMalala and show their support for girls’ education. Inspired by Malala’s mission, Campfire, a creative agency based in New York City, designed a social activation that shows the loss incurred when girls don’t have access to education. The activation focuses on a custom Facebook application that allows fans to transform their profile picture into a yearbook photo. The yearbook photo then adds an animation that dissolves female users’ photos from the page, because 60 million girls are out of school. This visual metaphor sheds light on the 60 million girls out of school worldwide, and will spread the message via shares.

For every person who participates from today through March 10, 21st Century Fox will donate $1 to the Malala Fund. A $1 donation will also be made for every tweet using the hashtag #withMalala during this time period, for a total donation of up to $50,000. More information and instructions on how to create the Facebook video can be found at www.supportmalala.com.

HE NAMED ME MALALA will premiere commercial free on Monday, Feb. 29, at 8 p.m. ET/PT on National Geographic Channel and Nat Geo MUNDO in the U.S., with a global rollout planned within a week in 171 countries and 45 languages.

Leave a comment

about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.