Young, Confident and Leading Boldly, Malala Yousafzai, Grace VanderWaal, and Sarah Greichen Chosen as Fresh New Faces of Most Successful Public Service Campaign in History by the Foundation for a Better Life
Though they come from very different walks of life, three young women are uniting to represent a generation of fearless young females empowering youth with messages of inclusion, courage, and confidence – all reasons why The Foundation for a Better Life is featuring the values-driven lives of Malala Yousafzai, Grace VanderWaal, and Sarah Greichen in its inspirational new “Pass It On” campaign, which launches this month.
Malala, Grace, and Sarah, are showcasing the values that lie within them to inspire others in their communities and around the world. Whether they are making an impact in their own backyards or around the world, these young women are using their powerful, impassioned voices to show us the values that lie within each of us – and how we can uplift others and change the world, or our corner of it – by having courage, confidence, and being inclusive. We’re excited to evolve our Pass It On platform to spotlight these dynamic young women and to encourage others to Pass It On,” said Gary Dixon, President, The Foundation for a Better Life.
The Foundation for a Better Life launched the Pass It On campaign in 2000 with public service announcements designed to uplift viewers with positive values. The public service ads, which incorporated pop culture icons to bring to life the messages, have been seen in more than 200 countries and are also aired in Spanish and Portuguese in 20 countries throughout Latin America. Over the last 17 years, The Foundation for A Better Life has earned the No. 1 spot for PSAs in both broadcast and billboards and recognised for its creativity and impact on communities.
New Pass It On Campaign Inspires Action
The new Pass It On campaign featuring Malala Yousafzai, Grace VanderWaal and Sarah Greichen will reside online at passiton.com and include shareable social media content and other online media designed to inspire hearts and encourage action. Many media partners including major cable networks, are donating airtime to The Foundation for a Better Life for commercials with VanderWaal and Greichen. These will also play in movie theaters on lobby screens and ahead of feature films. Billboards with Malala and Grace will appear in designated markets across the United States and globally.
The Pass It On campaign kicked off in October with a commercial featuring Joshua Williams, who founded Joshua’s Heart Foundation when he was only four-and-a-half years old to stomp out hunger in poor and underprivileged communities. Additional stories will be released throughout 2018, including ads featuring Jane Goodall, swimmer Mallory Weggeman, and magician Nate Staniforth.