Americans spend 100 billion dollars on weddings every year. hive believed tapping the billion-dollar wedding industry could help fund grassroots organizations working around the world to help end child marriage.
hive helped turn that idea into reality, building a new entity from the ground up. VOW is now a stand-alone 501(c) (3) that gives couples, companies, and the public the power to help end child marriage. We analyzed the opportunity, developed a viable business and funding model, identified and negotiated brand partnerships and created the name, identity, logo, website and marketing.
Visit Vow to End Child Marriage
VOW launched October 2018 on International Day of the Girl with industry-leading brands and a social activation campaign. For every post, like, or share of the #VowForGirls campaign video or a ring-finger selfie, $1 was donated to VOW from its brand partners. As a new brand with little awareness, we were hoping to reach our financial goal of $35,000 by October 11, International Day of the Girl. We reached it in less than 16 hours. And each year since we have raised more money in less time.
Two years later, VOW now partners with 15 leading companies including The Knot, Crate and Barrel, The Peninsula Hotels, Sundance Now, Reem Acra, Justin Alexander as well as wedding gown designers and bridal boutiques across the United States.
In 2020, as COVID-19 dominated headlines and impacted households, we launched “Take the #VowForGirls”, a campaign that addressed the urgency of child marriage and its relevancy to our partners, influencers and community.
The effort brought together thirteen leading female activists across multiple issues – from racial justice and immigration to youth rights and climate change – to raise their hand for the rights of girls and asking others to do the same.
The results were incredible. We saw thousands of people across age groups, ethnicity and gender raise their hand to #VowForGirls. Charitable organizations, VOW brand partners, the wedding industry and media joined in and together stood up for the rights of girls. And more than 60 influencers — from A-list actors like Gal Gadot, Robin Wright, Helena Christensen and Lucy Hale, to business icons like Richard Branson and Sheryl Sandberg to leading youth activists like Brittany Packnett Cunningham — participated, all taking the #VowForGirls.
Global media impressions
Individual actions across social media
Couples have aligned their weddings with VOW
Grants to community organizations via the Girls First Fund