YouTube - Malala Fund | Malala The Magician
Getting girls into education everywhere
Challenge: With more than 130 million girls around the world out of school today, Malala Fund is working for a world where every girl can learn and lead. In their continuing mission to advocate for girls’ education, they and YouTube asked us to help them amplify girls’ voices so that they could reach a wider audience.
Solution: Whilst Malala Fund was thriving on some social platforms, they weren’t maximising the possibilities that YouTube had to offer for long-form storytelling. So we revamped their entire YouTube channel with a branding and content strategy that led to the creation of multiple new web series, like ‘Roll Call’ — a series of stories by, for and about girls’ challenges - five new content streams and hours of new content. What’s more we gave the channel a design and identity overhaul creating an essentially all new Malala Fund channel.
Outcome: The result was their subscriber base on YouTube grew by 15,000 (29%) in just four months and our videos garnered over 4 million views on Facebook, generating awareness, empathy and investment towards this urgent issue. The work also received a Telly award for Across the Pond and Malala Fund.
Across the Pond started life inside Google over ten years ago when Julie, our founder, spotted an opportunity. Video content and all its possibilities were about to explode. As a TV producer equipped with razor sharp story-telling skills, she was uniquely placed to help Google capitalise.
And so ‘Across the Pond’ was born. Now we shape strategic narratives and campaigns for tech brands around the world.
We are driven by a profound belief in the benefits that technology can bring to humankind.
We are proud to be part of the 0.1%: the percentage of agencies founded by women. To us this is more than just a statistic, it’s in our DNA. Embedded deep within our culture is a disregard for barriers, a sense of possibility, and a burning optimism.
We believe the work we do, and how we do it, can create a better world.