As part of Full Picture’s partnership with Aol, we were tapped to increase the visibility of one of Aol’s leading consumer properties, MAKERS, highlighting its commitment to empower women and girls. We began by facilitating a collaboration with First Lady Michelle Obama’s Let Girls Learn initiative, which aims to break down the physical barriers and stigma that stand in the way of 62 million girls around the world trying to access education. This collaboration marked an unprecedented cultural moment for both Let Girls Learn and MAKERS.
We galvanized our network of mission-driven thought leaders and called on multi-Grammy award winner and 8-time Oscar nominated songwriter Diane Warren, who provided her song This is For My Girls. We worked with multiple record labels to assemble a powerhouse group of female artists, including Kelly Clarkson, Missy Elliott, Janelle Monáe, Zendaya, Chloe x Halle, Jadagrace, Lea Michele, and Kelly Rowland, who teamed up on behalf of the First Lady’s powerful global initiative. Through negotiations with Apple Music and all of the record labels and publishing groups, Full Picture ensured that 100% of the proceeds from the sale of the song went directly to Let Girls Learn.
The First Lady premiered This is for My Girls at a South by Southwest panel in 2016, livestreamed by Aol MAKERS, and was joined on stage by Diane Warren, Missy Elliott, Sophia Bush, and Queen Latifah. Chloe x Halle, the sister duo signed to Beyonce’s record label, also gave a live performance of this girls anthem on stage. The song immediately hit #1 on Billboard’s Twitter Trending Charts.
Finally, for the song to have meaningful resonance with youth, one of the original mandates from Michelle Obama’s team was to produce a video component that could be shared globally. Without the budgetary means to create a music video, we tapped into our robust media and entertainment network and connected with our friends at the Late Late Show with James Corden to facilitate an appearance by the First Lady on Corden’s viral web series, Carpool Karaoke. The exclusive teaser broke on MAKERS.com and the full episode included an on-screen call to action to visit the MAKERS website. The segment has garnered 57 million views and counting.