The United Nations Entity for Gender Equality and the Empowerment of Women, also known as UN Women, is a United Nations entity working for the empowerment of women. 

Brand Value

A global champion for women and girls, established to accelerate progress on meeting their needs worldwide.

Business Challenge

Raise global awareness on the issue of child brides/marriages and drive behavior change through action in India.

Key Research Findings

In rural India, 

• Girls are considered to be a burden for families and are married off at an early age without their consent 

• Families fear birth of a girl child on account of poverty and lack of education

Bihar

• Bihar is the least literate state in India, with a literacy of 63.82%

• There is an educational severe disparity  between boys and girls. Male literacy stands at 71.20 percent while female literacy is at 51.50 percent.

• Bihar’s Child Marriage rate is at an alarming 69%.

• Bihar Chief Minister Nitish Kumar has started a statewide campaign against two social problems — dowry and child marriage

Audience

Active- 

• People that are aware of the issue and have taken action to help combat this issue

• Girls/women who have been married as a child

• Girls who are in the process of being married off 

Passive-

• People aware of the issue and would like to help but have not taken any action to help 

• Girls whose parents aren't interested in marrying them off

• Poor families looking for a way out 

Latent- 

• People unaware of the act of child marriage

• Wealthy families 

Stakeholders

Communications Solution

Programming & Tactics

Phase 1: CREDIBILITY 

Womenpreneur Initiative 

TACTICAL AUDIENCES:

• Successful female entrepreneurs in the US and India 

• Corporate organizations that support women empowerment- India and the US

Entrepreneur Program + Village Adoption:

The project aims to help girls become an entrepreneur of their own giving the girls confidence to live their own lives, fearlessly.

To relieve them from the economic pressures of their family so that they can solely focus on their education

Adoption of Village:

Adopting a village in Bihar that will serve as the hub or epicenter of the initiative and programs

• Encourage Hollywood/ Bollywood celebrities to adopt a village in Bihar and work towards the imparting education to girls  and  empower women

Tactics- Social Media and blogger outreach via Facebook/Instagram

PESO Model- Paid

Phase 2: AWARENESS

UN Women: Fearless Conference in Partnership with WeWork & State Street Global Advisors 

 
UN Women hosts a NYC conference in order to align strategic partnerships with women-ran companies or female entrepreneurs to raise awareness and contribute to the child brides global issue by sponsoring a child. 

Conference includes:

• Workshops

• Mentoring 

• Keynote Speakers 

• Celebrity Guests

Goal: To get 500 women to sign up and become sponsors and mentors

• Each child recipient will have their education expenses paid for including supplies, books, technology, phone, clothing, and transportation.

Conferences will be held yearly in different U.S major cities in order to create new partnerships and sponsorships in other impacted areas launching a 5-year moonshot.

TACTICAL AUDIENCES:

• Successful female entrepreneurs in the US and India

• School teachers in the state of Bihar

• Child brides getting married in India

Mentorship Program

• Welcoming women-ran companies and entrepreneurs sponsors to financially support a child in need or in danger of being a child bride in order to support their families.
  
  
  
  
  

Phase 3: AUTHENTICITY 

The Bihar Project

Collaborating with Bihar Chief Minister’s statewide campaign against two social problems — dowry and child marriage — to welcome the sponsors once a year to visit the recipients and witness the impact created as well as provide mentorship 

TACTICAL AUDIENCES:

• Government - State, central, and local

• Girl child getting married in India

• Parents of a girl child who considers their daughters to be a burden.

Traditional PR Support 

• Press Conferences and Pitch Notes

  • -Targeted Media 

• US- 

• New York City

• Washington DC

• Silicon Valley

• Los Angeles

• Miami

• Chicago

• Press Release 

• Targeted Media (US- New York City)

• City

• Financial/Business

• Entrepreneurs/Women related

• India- Mumbai/Delhi

• City

• Financial 

• Regional

• Women Specific

• Press Kit

• Press release

• Backgrounder

• Fact Sheet

• Opinion Pieces

• Trusted editors within relevant lifestyle and culture publications

Outputs & Outcomes

Paid  PR

*Fearless Conference

•Paid Influencers

Earned PR

•Servicing Photos + Stories, Mailings

• PRESS RELEASE

•Blogger relations (unpaid)

Shared PR

•Co-owned PR Elements (partnerships and cobranded press)

Owned PR

• UN Owned Channels and Website 

Outcomes

• Monitor and track decrease in child marriage rates over the next 12, 24, and 36 months.
  
  

• Increased social and editorial awareness and conversation over campaign period.
  
  

• Set benchmarks for female entrepreneur mentor-mentee rates

Measurement