Creative agency Berlin Cameron has worked with Girl Up for a new spot promoting gender equality entitled “Time to Rise.” The powerful spot, “Time to Rise,” features actress, model, and activist Corinne Foxx with appearances by TV personality Nigel Barker and his daughter Jasmine, as well as a diverse group of other Girl Up supporters who recite William Ernest Henley’s poem, “Invictus.” It creates a defiant chorus of women with the men in quiet support. Finally, everyone stops and looks defiantly at the camera as Corinne declares the final line, triumphant and alone: “I am the captain of my soul.” As the screen fades to black, text appears encouraging viewers to join the fight for equality atwww.girlup.org/TimeToRise. The ad is available as a 30, 60 and 75 second iteration.
Through this effort, Girl Up is looking to tap into the global movement for gender equality to reach and excite a new generation of young women and girls, as well as the men and boys who want to partner with them.
“Time to Rise” comes on the heels of another successful campaign with Berlin Cameron called #DadSquad, which celebrates dads and father figures everywhere who play an important role in encouraging their daughters to become changemakers. In the spot, members of Girl Up’s #DadSquad – including Jamie Foxx, Tony Goldwyn, Triple H, and Nigel Barker – share the moments they knew their daughters could change the world. In just one month, the video has already garnered over 55MM earned media impressions.
From Jennifer DaSilva, President of Berlin Cameron: “We were really proud to work on a campaign that advocates for gender equality. We have an initiative at Berlin Cameron called Girl Brands Do It Better that works to empower female entrepreneurs, and this campaign felt like an extension of that inspired work. Creatively, we wanted to highlight how this movement can be unstoppable when we all rise up together. The Invictus poem is typically equated with masculinity, but we wanted to flip the script and have these words spoken by women to show how the world is rallying behind them in support.”
From Anna Blue, Co-Executive Director of Girl Up: “This goal of this video is to show that gender equality is everyone’s fight – everyone’s responsibility. This spot showcases a diverse group of advocates and supporters that spans beyond a particular race, gender, or age demographic. Through inclusivity and representation, we hope this spot can build bridges and facilitate the development of a world that strives toward equality for all girls.”
YR Media is working with various media partners to secure advertising for the Girl Up campaign. “This campaign has a powerful message and needs powerful media placements to support it. As the mom of an 11 year old daughter I can see firsthand how important this message is,” says Jennifer Kohl EVP of Media at Young and Rubicam. “We are talking to digital platforms as well at TV networks to secure advertising placements and ignite this conversation”.