#Girl2Leader Global Campaign

Savion Ray
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The goal was to create a social media strategy (content, visuals, community mapping) to create engagement on Facebook and Instagram accounts and reach teenage girls around the globe.


#Girl2Leader is a global campaign aimed to empower teenage girls. In 2018, on the International Day of the Girl, delegates from 21 countries had the opportunity to hear personal stories of women leaders.

The Challenge

Savion Ray was tasked to manage the social media aspect of the campaign, which was at the heart of this campaign and aiming to reach girls around the globe. This included content creation and visuals, community mapping, creating engagement drivers on Facebook and Instagram for the target audience: teenage girls.

Third-party content: This type of content includes relevant news, articles, visuals and research pieces published by organisations or individuals. With regular monitoring of keywords and media publications, we carefully selected content relevant for the audience.

Own content: In addition to existing content, a rich and engaging account needs custom-tailored content. Savion Ray created a set of ideas for a series of posts that were posted cross-platforms and will be of value to the audience. Based on these ideas, we created a social media calendar, with more specific posts to be scheduled and shared on an appropriate date.

As a part of the creation of content for the various owned platforms, Savion Ray developed visual materials, such as social cards, GIFs or short clips from existing content to share on social.

The social media strategy outlined the communication goals, audiences, key messages, protocols and tone of voice of all activity going forward.


In 2018, #Girl2Leader had 8.2 million impressions worldwide, 33 thousand engagements and over 3.5 thousand mentions globally. Out of these, political influencers like the President of Malta, 12 MEPs and 18 national politicians engaged and supported the campaign on social media.