In another cause-focused content marketing example, Gap is expanding its education program to showcase the stories of women participating in the initiative (see video below). The retailer partnered with Condé Nast to produce a documentary-style film to bring to life the individual stories of women empowered by the program.
In celebration of International Day of the Girl, Gap Inc. today announced the expansion of its signature education program, P.A.C.E. (Personal Advancement & Career Enhancement), with new curriculum designed to improve confidence and life skills for girls in community settings. To coincide with this announcement, the company’s namesake brand partnered with Condé Nast to showcase the inspirational stories of women who are currently participating in P.A.C.E.
At the center of Gap and Condé Nast’s partnership is a 12-minute documentary-style film profiling the stories of three unique women – Mary, Margaret and Puwaneshwary – who are currently enrolled in a P.A.C.E. community program. The film shines a light on how access to education has changed the lives of these women who work on a tea plantation in Sri Lanka, where literacy rates for women are typically very low – 67 percent compared to the country’s average of 90 percent (source: CARE Sri Lanka). Read full release here.