Member Article

VaynerMedia creates video-led OOH campaign ‘Girls Rise Up’ with Rise365

Rise365, a community interest company aimed at supporting young people, has partnered with VaynerMedia EMEA to raise awareness of the ongoing adultification and over-sexualisation of young black girls.

Following the case of Child Q, an unlawful and inhumane strip-search of a young black child in Hackney, Rise365 briefed agencies to create a campaign highlighting the issues around this in modern-day society.

VaynerMedia created an integrated campaign consisting of social media content, a short-film and OOH work supported by Clear Channel, who have donated free advertising space across locations in East London.

It features thought-provoking imagery of young black girls carrying protest signs, sharing their aspirations and asking to be seen, loved and cared for. The message “Child Q is a child” aims to show that young black girls need to receive the protection and nurturing that every child deserves.

Joyclen Buffong, Founder at Rise365 said: “Child Q highlights why young black girls have such little trust in the authorities that are designed to protect their human rights. The young girls at RISE have spoken on their traumatic experiences within the school system and are choosing to use their voices to bring awareness and change. We want to assure young girls that we want to support them, to bring an end to the ongoing inequalities and negative perceptions faced by this community.”

Riannah Nicholas, Diversity, Equity and Inclusion Manager & CRG Lead (EMEA) said: “It’s more important than ever that we show up in the media and advertising space to truly represent our communities and tackle the real issues we face in society. We’re extremely happy this project gave the girls the opportunity to speak their truths on one of the biggest platforms possible, letting them know their experiences and voices matter.”

**Jason Jarvis, Creative Agency Account Director, Clear Channel added: **“Out of Home is the perfect platform to educate, inspire and empower and our partnership with Rise 365 and Vayner will use OOH to do just that, not just for the girls who are part of Rise 365 but for young girls across our country and beyond. At Clear Channel we believe in using the power of diversity, creativity and our public medium to bring change for the better and we are proud to have been a part of this collaboration and are excited for it to be shared across the country.”

At VaynerMedia London, Community Resource Groups (CRGs) provide safe spaces, connections and support for each of its communities, encouraging inclusivity, allyship and advocation. The VayNoire CRG helps connect those who identify across the African American, Caribbean, African and other black diasporas, to be empowered, elevated and celebrated. It also works as a collective to support and/or collaborate with organisations such as Rise365, which honor and support relative causes.

**A spokesperson on behalf of the Vaynoire team said: **“Leading this project for a cause which affects our community has been an incredibly rewarding experience. We strived to show that the girls are real people behind the name’s assigned to them by the media, with values, aspirations and personalities like everyone else. Vaynoire is eager to take on any future projects which tackle the issues faced by the black community.”

This was posted in Bdaily's Members' News section by Business News .