Why

As a part of Create-A-Thon, a four month agency-like class, where we worked for a local non-profit, from first client meeting to final deliverable presentation.

Who

Girls on the Run is a national after-school running program that couples emotional development practices with exercise for girls 3rd-8th grade.

The Ask

Heart & Sole, Girls on the Run middle school program, makes up only 10% of the enrollment of Girls on the Run. Create an advertising campaign to address that.

Background

The brand currently does not distinguish itself from sports and other after school programs. Parents and tweens don’t understand that Girls on the Run is more than just a running club; it also strives to improve girls social and mental well-being.

The Problem

Tweens are going through a whole lot of change, but parents are changing too.

Tweens

Parents

Driver

Girls are changing physically, mentally, and socially

Changing in the way that they parent their child

Parents not knowing how to empower their child can make them feel helpless. Also, girls who don’t receive enough support can make them feel helpless.

Enemy

Feeling hopeless

Feeling empowered

Insight

Change is going to happen, lean on your village.

Solution

Heart & Sole can help Tweens and Parents navigate those firsts and become part of the village needed to support the growth of every girl.

An ‘older sister’ there to answer their questions about mature topics (relationships, first kiss, friendships, periods, drugs, etc.)
An ‘older sister’ who helps them understand how mental and physical growth helps you feel empowered
An ‘older sister’ who takes them seriously and listens to their problems