The campaign was conceptualised and written by Creative Director Thule Ngcese and crafted by himself and creative team Sinethemba Masiku, Dini Konzi and Sukesh Moodaley. The A Million Girls Foundation is a non-profit organisation that mission to keep 1 million girls across Africa in school in different ways, mostly by assisting them with products to ensure uninterrupted schooling during their menstrual cycles.
“Winning this gold is a proud moment and another milestone achievement on our mission of building a better Boom and building better brands” said Boomtown CEO, Glen Meier. “Not only because this campaign demonstrated their mastery of our craft, it helped reached so many people with a vitally important message for Africa’s future.”