Best Foot Forward
Liberating lives through education
Together with Edmund Rice Foundation Australia, we created Best Foot Forward, a successful awareness campaign that helped raised over $250,000 in 24 hours.
The money raised is now being used to educate over 500 women and girls in third-world countries.
Client
Edmund Rice Foundation Australia
Sector
Charity / Not-for-Profit
Services
Visual identity design
Brand story / narrative
Key campaign messaging
Key marketing collateral
Two thirds of the world’s 750 million illiterate adults are women.
34 million girls (53%) are not attending primary school.
16 million girls will never set foot in a classroom.
*UNESCO Institute for Statistics, eATLAS of Gender Inequality in Education, May 2019
The situation
She can't put her best foot forward
As illustrated by the statistics above, people living in developing countries are disadvantaged and lack the same opportunities that those of us in the developed world often take for granted. This is especially true for women and girls, who also have to battle gender discrimination on a daily basis.
Why do we need to act now?
Empowering women benefits the whole community, not just the individual. Educated women help to raise educated children and uplift their communities due to their knowledge and sense of purpose.
The solution
Female empowerment
One of the most effective ways to break the cycle of poverty is empowerment of women through advocacy and education initiatives. The Edmund Rice Foundation Australia (ERFA) firmly believes that education is a key driver in empowering women and girls to build a better life for themselves and their community.
We partnered with ERFA to give them the tools and support they needed to organise a national Day of Giving to raise money to help provide education for these women and girls.
We can put our best foot forward
Focusing on empathy, our goal was to get the audience to put themselves in the shoes of these women and girls, imagining how different their lives and daily tasks would be. Using pink shoelaces as the campaign device – this was weaved throughout the visuals and also sent to ambassadors to wear and create user-generated content with to help spread awareness of the campaign.
This physical and visual device helped to consolidate the campaign name by encouraging donors to “put [their] best foot forward so that she can too”.
