Girls Inc has joined with broadcaster CBS and the New York Giants NFL team to create a CBS Cares public service announcement set to air during the CBS Television Network’s Super Bowl LIII coverage.
Girls Inc, a non-profit focused on empowering and educating girls through mentorships and programming (to bring to life its mission to ensure that girls value their whole selves, discover their strengths, and lift up and support one another), is aiming to use the USA’s biggest sports event and biggest television audience of the year to showcase girls potential.
The spot, which will debut on air during the Big Game on 3 February, was posted online on 31 January.
The creative features a voiceover by ‘CBS This Morning’ anchor Gayle King and several New York Giants players.
The PSA spot shows a team of young girls playing football against the New York Giants and celebrating after scoring a winning touchdown.
Among the girls starring in the spot are four Girls Inc. girls from New York City: Serenity Peralta, Shadiya McNair, Juliana Villaluz, and Markisha Prince.
While filming, they also had a chance to meet the Giants players and to get behind the camera and learn about what goes into making a commercial.
The message is clear and simple: when they are confident and work together, they can succeed at the highest levels.
Ahead of kick-off, the campaign is being amplified across the organisation’s digital channels and social platforms, as well as by CBS and across the marketing media.
.@girls_inc is running a PSA about empowerment during the Super Bowl: https://t.co/CXCyGJxF6n pic.twitter.com/NwfMHlQDWw
— Adweek (@Adweek) January 30, 2019
The executions all encourage viewers to learn more about Girls Inc by driving them to find out more on the organisation’s web platform at girlsinc.org.
“Girls Inc. is proud to partner with CBS Corporation to deliver this very important message of empowerment for girls,” said Judy Vredenburgh, President and CEO of Girls Inc.
“Too often, girls are told they can’t. We all have a role to play in challenging stereotypes and limiting messages. That is why we are deeply grateful to CBS Corporation, CBS Cares, and the New York Giants for their commitment to showing girls that they can in fact achieve at the highest levels. We couldn’t be more thrilled to share that message with the millions of viewers who will be tuning in to watch on Super Bowl Sunday.”
“It is a major priority for our Company to support organizations that are helping to inspire and encourage girls’ confidence, development and achievements,” said Joe Ianniello, CBS’ president and acting CEO.
“We are very pleased to work with Girls Inc., the NFL and the New York Giants to advocate for and affirm the strengths and abilities of girls.”
Comment:
Another campaign in what is quickly being labelled the Female Bowl.
Not only is the percentage of female celebrities featuring in 2019 Super Bowl spots higher than ever before – X to Y – (albeit still a long way from an equal 50/50 split) but there are several notable female empowerment commercials and equality campaigns leveraging this year’s Big Game: including Toyota’s ‘Toni Harris’ (see case study) and Nike’s ‘Girls of Gwinnett: Flag Football’.
Links:
Girls Inc
https://www.facebook.com/GirlsInc/
https://www.youtube.com/user/GirlsIncorporated
CBS
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