Globally, there are millions of girls out of school due to poverty, war, remote locations, and gender discrimination. To raise awareness for this issue and align it with the Paramount brand, we used Dora and her iconic purple backpack as a symbol for educational access.
At the heart of the 2025 campaign is a public service announcement featuring Mavis Staples’ powerful anthem “Worthy,” which celebrates girls’ promise, resilience, and the transformative power of education. The PSA is currently airing in over 170 markets across Paramount’s global networks, including Nickelodeon and MTV.
This multi-platform global initiative includes the following components:
- **Backpack Drive**: This program provides girls in 10 countries with essential school supplies. The first five countries—Mexico, Ukraine, Zimbabwe, Cambodia, and Nepal—have already received their supplies, and five more are on the way.
- **Dora Fund**: This fund offers direct grants to grassroots, youth-led organizations working to remove barriers to education. Last year, The Dora Fund funded 7 youth-led organizations in India, Brazil, Zimbabwe, Haiti, Jordan, Nigeria and Nepal. And in this second round, we aim to support 7 more.
- **Interactive Engagement**: An interactive landing page, social toolkit, and Gifts of Hope donation pathway invite audiences to get involved by donating a backpack ($25), applying for a grant, or sharing the message.
Most importantly, the simple gift of a backpack has made the difference between dropping out and stepping forward into a future full of promise.
