Social Media Campaign 62milliongirls

An Analyze for Social Media Campaign #62milliongirls

In March 2015, President Obama and First Lady Michelle Obama proposed a United States government initiative, “to address the range of challenges preventing adolescent girls from attaining a quality education that empowers them to reach their full potential.” () First Lady Michelle Obama later launched the social media campaign #62milliongirls, which designed to be an indispensability portion in Let Girls Learn execution plan, together in achieving the common goal. As Let Girls Learn states in their public announcement, “a central pillar of Let Girls Learn focuses on changing attitudes, mindsets, and restrictive gender norms.” ()

In line with Let Girls Learn, the #62milliongirls campaign aims

In specific, this campaign asks people to share one thing they have learned in school with a yearbook style photo and post it with hashtag #62milliongirls on social platforms such as Instagram, Twitter, and Facebook. And these tweets and photos will later add to the official website of this campaign. The social campaign soon generates unprecedented responses from the public along with the participation of a host of celebrity and supporters. This campaign successfully creates awareness among the public by turning the campaign into an international conversation piece. Specifically, 250,000 personal stories are posted on different social media platforms and the hashtag #62milliongirls reaches no.1 of twitter trend in the States. ()This campaign further confirms the power of social media through transfer its popularity in social media into traditional new outlets such as CNN to further increase the understanding of educating female among audiences who are not tech-savvy. On the other hand, the campaign successfully achieves its goal to influence the target audience by building a connection between education in the third world nations and the past education experience of audiences. Through personalizing the campaign context, the campaign expands the shared field of experience between the subject and the audience. People are more willing to participate and show support for such event. Nevertheless, this campaign achieved its goal to influence the target audience because they fell they have a better understanding of the topic issue. What’s more, there is a song called “This Is for My Girls” which is available for download on Itunes to further increase the social presence for the