Pereira & O'Dell Teams with IGNITE to launch video campaign with a message for young girls: you belong in elected office
OAKLAND, CA, September 21, 2016 - IGNITE National () has launched its latest public service announcement aimed at encouraging young women to one day run for political office. As the country makes history with the nomination of the first female President the organization is building a national movement of young women who are ready and eager to become the next generation of political leaders. With the help and support of Amy Poehler’s Smart Girls, Pereira & O’Dell, and Koya Leadership Partners, IGNITE released this powerful, short video that addresses the messages society should be sending young women about their political ambition.
“We have a serious equity problem in this country: Women make up over half the population but hold just 22% of elected offices. We will not reach parity for another 100 years at the rate in which the US currently elects women. That’s too long! We hope this video will insight urgency and spark a national conversation about how we can inspire and activate the next generation of young women to stand up and own their fair share of political power.” Anne Moses, Founder and President of IGNITE. The title of the video is “We All Belong Here.” and is part of a larger campaign called #DeclareYourAmbition. IGNITE will ask 140,000 people to go to their website and take this pledge: I intend to run for office or encourage another young woman to run (140,000 is the number of women we need in elected office at all levels to reach political parity).
Amy Poehler’s Smart Girls, an organization co-founded by Amy Poehler and Meredith Walker, is dedicated to fostering a positive, inclusive internet community for smart girls and guys alike. “Upon learning about IGNITE’s mission, we knew that the values of our organizations aligned,” said Maggie Chieffo, General Manager of Smart Girls. “We collaborated on the production of this PSA because we believe the empowering message is an important one for young girls to hear”.
“This generation of young women are growing up with the prospect that the top spot at the White House is even a possibility”, said Robert Lambrechts, Co-Executive Creative Director at Pereira & O’Dell in San Francisco. “In this first PSA we want to convey the importance of inspiring young them to want to get into, and stay the course, in pursuing politics. Encouragement and reinforcement are tantamount if we hope to reach a level playing field.”
“I finally felt like I belonged somewhere. I wasn't looked at weird for wanting to become a lawyer or politician. I wasn't told I wouldn't be able to accomplish my goals because I was a girl. I wasn't looked down on because I was Hispanic, everyone welcomed me, everyone respected me and viewed me as one of their own, and I realized I was one of their own. I am excited to begin the school year with IGNITE and I look forward to all the great things we will accomplish throughout the year." said, Stephanie Roman – Founding member of IGNITE at Dallas’ Skyline High School.
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IGNITE is building a national movement to dramatically increase the pool of women who are prepared and eager to become the next generation of political leaders. To date we’ve trained over 5,000 young women. As a nonpartisan 501c3, IGNITE builds political ambition in high school and college-aged young women in their own communities. We provide civic education, exposure to women in political leadership, hands on training and work opportunities, and a peer network of women who support and nurture each other’s aspirations for civic and political leadership.
Brand: IGNITE National
Executive: Anne Moses
Creative Agency: Pereira & O'Dell
Associate Creative Director: Katie Brinkworth, Brett Beaty
Director of Production: Jeff Ferro, Elisa Moore
Regional Director, PR & Corporate Communications: Molly Parsley, Ray Casas
Creatives: Elaine Cox, Leila Moussaoui, Sara Uhelski
Executive Creative Directors: Rob Lambrechts, Jason Apaliski, Jonathan Woytek
Business Affairs: Russ Nadler
PR: Molly Parsley
Creative Chairman: PJ Pereira
Client Partner: Koya Leadership Partners
Media Provider: Amy Poehler’s Smart Girls
Editor: Marco Svizzero
Sound Production: Beacon Street
Digital Production Company
Director: Meena Singh
Producer: Legendary Entertainment
VFX Producer: Ntropic
Category: Online , Publications and media
Genre: Activation , Dialogue , PR