Social Campaign Design + Development

CLIENT: Michelle Obama | Agency: Edelman

Did you know more than 62 million girls around the worldhalf of whom are adolescentare denied the right to an education? To help create urgency around this issue, Michelle Obama launched the Let Girls Learn initiative in partnership with Change.org. As part of the former First Lady’s global campaign, Inphantry helped execute the creative and digital layout of the #62MillionGirls website.


Complete with celebrity endorsements and photos pledging support, 62milliongirls.com encourages visitors to support females around the world in their right to fight for an education on a daily basis. With 1.8 billion potential impressions over the first few weeks following Michelle Obama’s introduction at the 2015 Global Citizen Festival, #62MillionGirls began trending at #1 in the U.S. and #3 globally on Twitter. Additionally, the campaign was covered by MSNBC, CNN and MTV, and was mentioned by dozens of celebrities, political leaders, CEOs and other influencers.

62 Million Girls website shown in iPad and iPhone


Designed and developed by our team, the interactive yearbook on the #62MillionGirls site invites people to post a yearbook-style photo of themselves on Instagram or Twitter with a personal caption about what they learned in school. Thousands took part, including Michelle and Barack Obama, Stephen Colbert, Beyoncé and even Big Bird. In total, #62MillionGirls garnered over 220K direct social mentions in the first two weeks of its launch.