Public Relations

Disney channels the power of princesses for UN's Girl Up initiative


By John McCarthy | Media editor

August 17, 2017 | 3 min read

Disney is supporting the UN’s Girl Up fundraising efforts with a global princess-themed campaign that looks to inspire children with a multitude of stories and evocative images.

Nineteen female photographers across the globe have assembled troupes of diverse princesses to showcase the various roles woman and girls can aspire to.


Disney princesses assemble

“The idea that stories, whether real life or fictional like those of Belle or Rapunzel, can inspire kids to follow their dreams is at the heart of the #DreamBigPrincess campaign,” said Jimmy Pitaro, chairman, Disney consumer products and interactive media.

Disney 2

Disney’s Dream Big, Princess campaign is working with the United Nations Foundation’s Girl Up scheme, which looks to support young girls’ leadership and empowerment programmes.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

To illustrate this, Disney is championing its princesses to help fundraise between 15 August and 11 October. The company will donate $1 for every picture posted using the hashtag #DreamBigPrincess.

Melissa Kilby, director of Girl Up, said: “Girl Up envisions a world where every girl can reach her full potential and be an advocate within her community for positive change and empowerment.

“The #DreamBigPrincess campaign is perfectly aligned with our goals, and we’re excited to partner with Disney and this incredible group of women to spotlight what it means to dream big around the world.”

Disney 3

Annie Griffiths, one of National Geographic’s first female staff photographers, who captured the activity at Girl Up’s Leadership Summit in Washington, DC, added: “Every picture tells a story, and I’m delighted to be part of an initiative that tells so many stories that are interesting and diverse. I hope that people around the world will be motivated to share their own inspiring #DreamBigPrincess images in support of Girl Up.”

This marks the second year of the campaign.

Public Relations

More from Public Relations

View all


Industry insights

View all
Add your own content +