Camfed, an international non-profit organization, has tackled poverty and inequality by supporting girls to go to school. Having contributed to the education of 3.5 million girls over the past 23 years, this year's goal is to help educate another one million girls within 5 years.  


The goal is especially challenging given the ever-crowded and heavily scrutinized world of philanthropy. Finding a point of differentiation became critical, especially as “girl power” became the hotbed of conversation. It was the graduates themselves who became the difference. Many of these young women go on to successful careers giving them the ability to support other young girls in their tribal communities and break the cycle of poverty. We called this the CAMA effect and it served as the focus of the campaign. The transformation of these women’s lives and the explosive evidence of moving the cause forward was the inspiration for the hashtag #CAMFEDcan.


Our campaign included a television and radio PSA, direct mail and a messaging matrix for appealing to the vast donor base, media and NGOs. This year’s campaign has been the most successful in the organization’s history.

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