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.​