The initiative launched on TikTok for International Day of the Girl uses one of the platform’s most popular features, dubbing. With quotes from over 100 women, including Michelle Obama, Christina Koch, Malala Yousafzai, Lady Gaga, and the late Ruth Bader Ginsburg, girls can record themselves lip-syncing their words to inspire and empower others.

Juan Alonso Torres, ABInBev’s Pony Malta Marketing Director, says, “Over 54% of TikTok users are women, with many creators influencing girls around the world in the way they dress, do their make-up, exercise and even the way they speak. Pony Malta strives to encourage teenagers to be the best version of themselves, so we hope ‘She Speaks’ inspires and empowers young girls to be anything they want to be and encourages them to follow women to dare to dream big and make a difference.”

Carlos Andrés Rodríguez, Chief Creative Officer of MullenLowe SSP3, says, “TikTok has more than 800 million users worldwide, 41% of which are teens. Through She Speaks, more than 100 fragments of words, speeches, and interviews have been collected and uploaded to TikTok influencer @ellashablan’s page to organically become part of the content that girls and teens share every day. For the first time, girls won’t be speaking over songs, movies, or funny audio, but over the voices of many important women throughout history.”

Credits
Agency: MullenLowe Group
Holding Company: Interpublic Group
Production Company: MullenLowe SSP3
Advertiser Brand: AB InBev – Pony Malta
Tags: ABInBev, Christina Koch, Lady Gaga, Malala Yousafzai, Michelle Obama, MullenLowe SSP3, Pony Malta, Ruth Bader Ginsburg, TikTok, Top Digital Campaigns, Creative Campaigns, Technology