Campaign: Half the Sky Movement
Company: Intel, Games for Change
Nonprofit Partner: None
Launch Date: November 13, 2012
Sparked by the bestselling 2009 book, Half the Sky, an ambitious multimillion-dollar transmedia project is currently underway to raise awareness to improve the lives of women and girls worldwide. The initiative includes: a primetime, four-hour series airing on PBS, a Facebook social action game, mobile games in India and Africa, websites and educational materials. Games for Change is behind the Facebook game and Intel has stepped in as a corporate partner. The game is supported in large part by the Ford Foundation with additional support provided by the Rockefeller Foundation, United Nations Foundation and National Endowment for the Arts.
We were curious about Intel’s involvement in this Facebook gaming effort and asked Irena Rogovsky, Program Marketing Manager at Intel, to shed some light on their participation. “Intel has an established education program and girls and women are a strong focus area,” Rogovsky shared. She explained that one of the goals of the Half the Sky movement is to extend its reach via social media. Partnering on the game was intriguing to Intel because “Intel is interested in using the power of social media to build our reputation with target consumers.” Intel’s specific involvement will be to assist in the programs and educational themes that are woven into the game such as ‘quests’ that involve education and technology empowerment.