Preparing Girls to Fail
BIO Girls | Giving Hearts Day 2024 | Creative
Macy Kraemer, Director & Editor
Redfield Media, Interview Footage
Creative Overview
This 2024 Giving Hearts Day creative leveraged pattern interruption and curiosity-led storytelling to capture attention — prompting double takes and challenging initial assumptions. The campaign marketing channels included targeted email marketing, social media, meta ads, and to capitalize on the creative approach, a digital billboard. The content supporting the creative included footage of real BIO Girls participants sharing their fears.
My Role
Ideation, strategy & planning
Videography concept & vendor management
Creative development: copy & design
Ideation
Competitive youth sports are starting younger and becoming more intense — and expensive. I found myself wondering how families with multiple children were keeping up, financially and emotionally. Thousands of dollars go into training, camps, and leagues — all to help kids succeed.
That train of thought sparked a deeper realization: while parents invest so much to help their kids succeed, what’s equally important is preparing them for when they don’t. Not every child will make the first-string team. Sometimes they’ll miss the goal, lose the race, or fall short — and in those moments, what matters most is their resilience.
That led to this concept:
You spend thousands to prepare your kids to succeed. But what would give for them to fail?
Because success is great. But failure is inevitable. And when it comes, confidence, character, and self-worth are what keep kids moving forward. BIO Girls builds that foundation. BIO Girls prepares girls to fail.
Design
Main Creative: Dominant BIO Girls pink background and smiling participant to emulate uplifting, typical positive brand content. Jarring tagline.
Digital Billboard: Photo taken by Bismarck commuter, who brought the conversation to social media.
Graphics: Social media graphics emphasizing the environment girls are growing up in, according to The Girls Index.
Outcome
Social Media Engagement: The virality of the billboard generated a surge in organic posts from other marketers, community members and BIO Girls advocates. While controversial posts came about, the comments revealed others linking our campaign, explaining what BIO Girls is, and saluting the work to help girls navigate imperfection and failure.
Traffic Spike: The campaign drove a measurable increase in website and social media visits (increased by 132%). There was a notable spike in traffic to the Giving Hearts Day campaign page, proving success in reading our full campaign narrative around failure. There were also program registrations that took place in Bismarck at programs that had been stagnant for weeks.
Donations: The compelling narrative contributed to a clear uptick in Giving Hearts Day donations, as audiences connected with the deeper purpose of the BIO Girls mission.