Project Overview

Rebel Girls is a global empowerment brand dedicated to raising the most inspired and confident generation of girls. They believe in empowering girls to dream big, that amplifying stories of real-life, extraordinary women can pave the way for a more equal world, and that when she sees it, she can be it.

Rebel Girls needed to re-invigorate its brand for 2022 as they were planning their release of Goodnight Stories for Rebel Girls Volume 5 and their fall event. As a startup without a dedicated marketing team, they needed something smart that could carry them through the entire year and help navigate through competing internal priorities.

The solution was to lean into an overall theme with slight variation each month, leveraging the natural buzz around key moments that matter. This would rally, organize and focus internal teams while inspiring their audience. A mix of franchise, brand and marketing. The Be The Change campaign was born.

Each month in 2022 Rebel Girls highlighted an attribute that girls could own in their journey to build confidence and create change. These attributes were meant to empower girls to envision how they too can change the world. This 360 brand campaign connected the entire Rebel Girls ecosystem tying together Books, App, Social, Digital and Consumer Products. We highlighted women who embody these attributes, offered empowering stories and quotes of real-life women for girls to see how they can activate against these attributes.

Athleta Girl signed on to be a partner of the monthly tags.

Strategist, Marketer, Project Manager, Content Creator, Social Media Lead, Designer, Writer, Email Coder, Coach