The Malala Fund was given the incredible opportunity to be in the national spotlight through a feature film released in both theaters and schools. They had comprehensive strategies for how to engage a number of different audiences, but were missing expertise specifically on how to drive young people who saw the film to take impactful action online and/or in their communities.
How can we convert young people’s excitement around a cause into a desire to be subscribers, activists, and donors of a youth-driven movement for change.
TMI created an overarching brand narrative and editorial calendar, including SMS, peer-to-peer outreach, email, and web content, to accompany the documentary’s release. We built a full 2016 millennial engagement strategy, including both digital activations and grassroots campaigns. In a one-month pilot, we helped Malala Fund motivate more than 140,000 supporters to opt into the organization’s communications. Our fundraising calls to action helped raise $85,000 through crowdfunding platforms.