Play Her Way is a new series of videos that the LEGO Group and Great Big Story have teamed up with in order to spread a positive message around gender.
CNN Worldwide’s Great Big Story media company is partnering with the LEGO Group for a series titled Play Her Way, that will “convey the LEGO Group’s message that everyone, regardless of gender, can be the builders of tomorrow”, according to the official announcement.
Stories that will be featured in the Play Her Way series include:
• a teenage CEO
• a world champion indoor skydiver
• the second coming of Jackson Pollock
• Korea’s teen figure skating sensation
• Japan’s drumming prodigy
The Play Her Way sponsored editorial videos will focus on exceptional young girls in the Asia-Pacific region, with Australia, Hong Kong, Japan, Singapore and South Korea represented. They will be published on various Great Big Story platforms, with the potential to reach over 12 million followers.
“We are proud to partner with a brand like the LEGO Group which is committed towards empowering the next generation of women leaders by creating an environment to promote a gender-balanced society,” said Sunita Rajan, Senior Vice President, Advertising Sales, Asia Pacific, CNN International Commercial. “This new partnership is a great alignment of brands, bringing the LEGO Group for the first time together with Great Big Story in a campaign to engage audiences across the world through the power of storytelling while shining a spotlight on girl power.”
“The LEGO Group has an ambition to inspire millions of girls to unlock their potential through a diversified range of creative play experiences, preparing them with the skills they need to shape the world,” said Ivan Zeng, Senior Regional Marketing Director, LEGO Asia-Pacific Market Group. “We need the support and empowerment of their parents in this journey together. We found an extremely creative storyteller with strong APAC reach in CNN and Great Big Story to share the amazing stories of girls who have played their way successfully with tremendous support from their parents. We hope these stories can inspire millions of parents across Asia-Pacific to support their girls to play her way.”