On Monday 24 September, during a TEDxWomen event in Amsterdam, it was announced that Mama Cash won the second annual Engage the Future competition. Engage the Future is an initiative by the Bill & Melinda Gates Foundation in which NGOs receive support and feedback from mentors over the course of several weeks to develop a pitch for an online campaign, with the chance of winning production by EndemolShine. This edition was focused on the theme of ‘women’s empowerment.’
Our campaign pitch stood out to the judges for its emphasis on the power of solidarity across differences: we proposed a campaign in which women around the world, including activists as well as celebrities, would share their own statement about what their body and freedom means to them using one of our golden temporary ‘My Body is Mine’ tattoos.
Women of all genders, social classes, ethnic and racial identities, and sexualities participating would create a world-wide movement, highlighting both the issues in specific contexts as well as the universal desire for autonomy and freedom.
Some of you may remember that we first ran a pilot of this campaign in 2016. We’re thrilled to have the opportunity to take it to next level now, joining forces with all of you to share this message with the world. Stay tuned!