Shine On Sierra Leone
9-Mile Scroll for Schools
The 9-Mile Scroll was an agency initiative that I led for an education-based non-profit called, Shine On Sierra Leone. Children there walk 9 miles, one way, just to get to school every day. This campaign was created to open people’s eyes to a reality that’s completely foreign to them.
We took an integrated approach, starting with a website that literally scrolled for 9 miles, to out-of-home, to print, to a social influencer movement. Even Hollywood got involved. We had nine purpose driven influencers post 9 different mile-markers on Instagram, consecutively tagging each other to connect and rally their followers around our cause.
The campaign quickly received press and praise but, most importantly, we raised the funds needed to build an additional school closer to children’s homes.
