Keds unveils Brave Life Project

Footwear brand Keds has unveiled its largest multimedia campaign, Million Brace Acts, as part of its new Brave Life Project created in partnership with internationally recognised non-profit Girls Leadership Institute. The campaign, aimed at building a generation of “stronger, more confident young

women”, is encouraging girls to take positive risks, while developing practical skills and building supportive networks through an educational series covering topics such as self-esteem, relationships and personal growth.

Keds is investing 150,000 US dollars to cater for “dream-fulfilling” grants to be distributed throughout 2014. The first wave of grants is aimed at brave careers, with 1,000 US dollars being offered to applications that are helping young women achieve their career goals. This could be money to build new skills, support an unpaid internship or even jump start a girls own business idea. The brave career grant is applications until March 21.

"We

believe that young women can achieve anything, it just takes the right type of support," said Rick Blackshaw, president of Keds. "The new campaign solidifies our efforts to provide young women with tools and resources that will help them realize their full potential, and celebrate and inspire bravery in ways both big and small."

Keds to inspire girls with Million Brave Acts campaign

The footwear brand has also unveiled a new microsite, which will house the virtual community of the Brave Life Project, and house features that combine “fun, fashion and instructional” content alongside everyday brave challenges and personal stories to inspire, as well as feature its latest styles.

Commenting on the partnership, Blackshaw added: "We're fortunate to be working with the Girls Leadership Institute and co-founder Rachel Simmons, who has an invaluable amount of experience with empowering young women to make change in their worlds.

“Together, we've created an exciting online destination as well as a robust offline experience that encourages sharing and learning."

The microsite is fronting by Keds ambassador singer Taylor Swift who also leaves a personal message on the site about her own brave challenges, and she calls on all “brave girls” to declare their “brave goal” and to challenge themselves to be in with a chance to winning a pair of Keds. The site is hoping to celebrate a million brave acts of the course of the year.