Gustavo Cordova / Art Director 
New York, New York

Let Girls Learn—#62MillionGirls

First Lady Michelle Obama founded the Let Girls Learn initiative to tackle a global crisis: 62 million girls around the world are denied the right to an education, a number so large that it's hard for people to understand the impact. We needed to create a way for people to emotionally relate to the problem in order to raise awareness. Working with Girl Rising, we created the #62MillionGirls Yearbook made up of 62 million blank spaces, then asked people to add their photo to help represent each girl by Tweeting or Instagramming a photo of themselves with the caption “In school I learned ____. #62MillionGirls never have that chance.” As soon as the First Lady announced the campaign at the Global Citizen Festival, the hashtag began trending, reaching #1 in the US and #3 globally with A-listers like Beyonce, Bono, Kerry Washington, Leonardo DiCaprio, Charlize Theron, Mindy Kaling, and Usher adding their photos. In just 10 days, we had generated 200K photos on Instagram and Twitter and almost 2 billion impressions.