Girls Inc. Is Running a PSA About Empowerment During the Super Bowl

The nonprofit teamed up with CBS to create the spot

A team of young girls called the 'Macaroons' plays against the New York Giants in the spot. Girls Inc.
Headshot of Diana Pearl

Girls Inc., the nonprofit focused on empowering and educating girls through mentorships and programming, is advertising in the Super Bowl with a CBS Cares public service announcement.

Gayle King, host of CBS This Morning, narrates the 20-second PSA, saying, “When girls face their challenges, they’re stronger. When girls work together, they realize their value. When girls get to play, they learn to win.” The narration plays over a video of a team of young girls called the “Macaroons” playing against the New York Giants. The spot ends with the girls celebrating after one of their own scores the winning touchdown.

The spot is meant to showcase the potential of girls. According to Girls Inc., “The PSA shows girls that when they are confident and work together, they can succeed at the highest levels.”

“It is a major priority for our Company to support organizations that are helping to inspire and encourage girls’ confidence, development and achievements,” said Joe Ianniello, CBS’ president and acting CEO, according to a release. “We are very pleased to work with Girls Inc., the NFL and the New York Giants to advocate for and affirm the strengths and abilities of girls.”

@dianapearl_ Diana is the deputy brands editor at Adweek and managing editor of Brandweek.
Publish date: January 30, 2019 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT