Every year, 12 million underage girls are married. It’s a human rights issue that no one is talking about, and few people realize how pervasive it is.
VOW is changing that – by rallying the $100 billion-a-year U.S. wedding industry behind the worldwide movement to end child marriage.
Launching on social media where the newly-engaged are most active and just days before International Day of the Girl, a video was posted – and VOW announced itself to the world. It was a way to get vital funding to thousands of on-the-ground organizations all over the world who stand up for girl’s rights and against child marriage.
VOW created partnerships with Crate&Barrel, the Knot, Alexander Grecco, Lovely Bride, Peninsula Hotels, Reem Acra, Laure De Sagazan and others in the wedding industry and asked them to donate a portion of profits from their products, experiences and gift registries so that every couple that says “I do” can help an underage girl somewhere else say “I don’t.”
Every post, like and share triggered a donation from VOW brand partners. The newly engaged, their guests and friends could use their wedding registries to donate. Influencers asked everyone who supported VOW to post a picture of their ring finger, and hundreds of thousands did.
More than 60 influencers participated, 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. Launch goals for donations were met in less than 16 hours, and within 4 months, VOW rocketed to one of the top 5 charities selected by registered couples. Each year since, VOW has raised more money in less time.
VOW is now a stand-alone 501(c)(3) that gives couples, companies and the public the power to end child marriage. As of 2021, VOW has surpassed seven figures in contributions to end child marriage. 100% of the money raised goes to the Girls First Fund.