The When Project

After 7 years-old, American girls stop believing they can become President because they have never seen a female in the role.

In response to the final results of the 2016 U.S. Presidential Election, we created a campaign to spread the message that a female U.S. President would no longer be a matter of "if" but "when" and inspired girls to believe it would be them by asking, “What will you do WHEN you become President?”

We released the responses and empowering photos on social media to inspire confident girls across the country.

This project was talked about by Disney’s Babble.com, Creativity Online and The Clios, who put us alongside Audi and General Electric as brands that want to see women in the driver’s seat.