HELPING YOUNG WOMEN STAND OUT FROM THE CROWD.

The Women’s Foundation of Minnesota (WFMN) creates, launches, and supports innovative initiatives that promote gender equity in Minnesota. The organization’s Young Women’s Initiative (YWI), in partnership with the Minnesota Governor’s Office, aimed to eliminate barriers young women and gender-expansive people face and improve the lives of young women of color, American Indian women, women from Greater Minnesota, LGBTQ+ individuals, and women with disabilities.

This initiative comprised six action areas across eight identified demographic communities. The intersection of these identities yielded a highly complex narrative. Level needed to simplify messaging into a compelling story that made young women proud of their work contributions and helped the business community understand the value of developing this vital part of the future workforce. 

Metrics Success

CAMPAIGN METRICS

EMPOWERING CHANGE

INSPIRED PRIDE AND PURPOSE

INSPIRED PRIDE AND PURPOSE

CELEBRATED WOMEN WORKFORCE

CELEBRATED WOMEN WORKFORCE

WON OVER BUSINESS COMMUNITY

WON OVER BUSINESS COMMUNITY

Our campaign needed to resonate across a range of identities, change existing attitudes, and make young women feel valued, empowered, and proud.

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INSTILLING PRIDE, TRANSFORMING OUTDATED ATTITUDES.

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Level started with a brand statement that served as a bedrock for the WFMN initiative. It boldly proclaimed that there can be more to Minnesota, expressed as “More To MN.” The statement had a dual meaning: It meant that our state is more, thanks to the contributions of the initiative’s young women, and that our state has more to give these talented individuals. Level created a brand identity for the organization, complete with brand guidelines. The advertising campaign featured a series of print ads celebrating the careers of young women, highlighting the empowering tagline “#IAM” as a confident expression of individuality, self-affirmation, and personal empowerment. Social elements expanded on the IAM theme, and a Live Hashtag Printer allowed women to instantly create and print Instagrammable photos of themselves at events, underscoring their own personalized IAM statement.

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