Aim

Raise mass awareness and drive pledge signatures to end female genital mutilation (FGM) and early forced marriages.

Strategy

Mobilise a network of global content creators to submit Instagram videos using the hashtag #FreedomIs.
Take crowd-sourced footage and edit into world’s first ever Instagram documentary driving traffic to a pledge page to end FGM and forced marriages.

Result

#FreedomIs was screened to world leaders at the Girl Summit 2014 in partnership with UNICEF and the UK Government.
2,000+ 15-second Instagram clip submissions from around the world.
444,000 social media actions taken.
3,000 pledges worldwide.
200,000 YouTube views in 5 days.