About The Project
BRANDED CONTENT | GROUP NINE MEDIAWith a pandemic, protests, and sweeping calls for social change, 2020 was a year for the history books. America was at a crossroads, and kids were taking notice.
American Girl believed that instead of shielding children from challenging topics, it was more important than ever to use their platform to inspire young people to be active, informed citizens.
The Strategy
Tap into American Girl’s legacy of historically-informed storytelling to reach the youngest generation by using stories from the past as inspiration for the present – and a catalyst for future change.
The Content Series
Conversations For Change
This storytelling platform highlighted female trailblazers with empowering stories designed to inspire empathy, equality, and positive change in the world, while remaining inclusive for all.
Throughout the year, the Conversations for Change series shone a spotlight on diverse young leaders who shared perspectices on climate change and how it impacts marginalized communities, how to combine your passion with your activism, and how to make a difference in your communities.
Results
The “Conversations For Change” series served as the centerpiece for American Girl’s HERSTORY campaign, introducing children and their parents to real girls whose stories have changed the world.
Jamie Cygielman, General Manager of American Girl