Their jaws are clenched tight, lips pressed into a thin line, eyebrows knit, eyes squeezed shut. A yellow wedge is pinched between their fingers. In photos and videos, men and women show their contorted faces in support of Because I Am A Girl’s new #LemonChallenge4Change campaign. And then they ask their friends to do the same.
Through this social media-based campaign, Because I Am A Girl hopes to increase awareness of girls’ rights and gender equality, as well as raise funds for Plan Canada throughout the summer months. Canadians are encouraged to take the challenge if they feel “sour” about girls being denied rights and to become more aware of gender equality around the world.
Participants must take a photo or video of themselves biting into a lemon and making a “lemon face,” donate to Because I Am A Girl, and post their photo or video online with the campaign hashtag.
“The campaign is a fun way to talk about a sour issue,” said Abigail Brown, senior media and public relations manager at Plan Canada. “Women around the world face barriers because of their gender and we want to raise awareness, have people take the challenge, and take it one step further by setting up a LemonAid Stand.” (Plan Canada has been promoting LemonAid lemonade stands as fundraisers since 2010.)
Social media challenges for charity are not new. Last year’s popular and award-winning “Ice Bucket Challenge” to raise money for ALS research “got a lot of people talking,” said Brown. Such programs are a good fit in this market because Canadians are very active online, especially on social media, “and because it is a fairly straightforward activation, it makes it simpler for people to take part,” said Brown.
Donations received through #LemonChallenge4Change and the LemonAid will support programs in developing countries to improve girls’ access to education, food, clean water, health and protection.
The #LemonChallenge4Change hashtag is being amplified through social media and Plan Canada is partnering with CTV’s The Social on a digital segment.
