GIRLS ON THE RUN RVA
Girl’s On The Run is a national after-school running program that couples emotional development practices with exercise for young girls aged 8-14.
We created a campaign to help increase enrollment for their tween program - Heart & Sole.
INTEGRATED CAMPAIGN
Team: Suhylah Sharif, Meagan Hamilton, Raquel Hawkins
Volunteers: Nadiah Barekzi, Julia Martinez-Godinez
Creative work produced during the 2024 CreateAThon Sprint at VCU.
Heart & Sole - only has 10% of GOTR RVA’s total enrollment. Why aren’t girls staying in the program once they reach middle school?
The brand is positioned in a way that does not distinguish it from sports and other after school programs. Parents and tweens don't understand that GOTR is more than just a running club; it also strives to improve girls social and mental well-being.
Problem
Change is inevitable! Tweens are trying to find their voice while still fitting in, and parents are trying to balancing helping them grow and letting them fail. They deserve a safe space.
Insight
Girls On The Run’s Heart & Sole program provides tweens with a safe space to embrace change by empowering them through personal connection and sisterhood.
Our research highlighted the importance of giving tween girls autonomy in their actions. So even though parents are the final decision makers, we knew we couldn’t leave out our girls in our campaigning. Here’s our approach to each target:
WHAT WE DELIVERED
INSTAGRAM CAROUSELS
PRINT POSTERS
We created 2 different brochures, catered towards the girls and their parents, respectively. The girls’ brochure is more playful and features a word search puzzle. The parents’ brochure is more informative and mature.
BROCHURES
MERCH
Wanna see the final deck? Click here.