Yes& Launches Year Three of American Women Quarters™ Program for the United States Mint

Integrated media campaign celebrates the 2024 honorees: Rev. Dr. Pauli Murray, Patsy Takemoto Mink, Dr. Mary Edwards Walker, Celia Cruz & Zitkala-Ša

Women’s rights advocates, coin collectors, and the American public-at-large have a new group of inspirational female figures to honor as the United States Mint (Mint) is releasing its 2024 American Women Quarters™ (AWQ). And to introduce them, AOR Yes& has crafted an ambitious advertising campaign to get the word out about the third of the four-year program.

This year’s honorees include:

Rev. Dr. Pauli Murray – poet, writer, civil rights activist, lawyer, and priest
Patsy Takemoto Mink – activist, attorney, and first woman of color to serve in Congress
Dr. Mary Edwards Walker – Civil War-era surgeon, women’s rights’ and dress reform advocate
Celia Cruz – ”Queen of Salsa”, cultural icon, and one of the most popular Latin artists of the 20th century
Zitkala-Ša – activist, writer, musician, composerand advocate for Native American rights

Tapping into visual storytelling through such mediums as video (OTT), digital (YouTube, display (Google Display), social media, mobile, email, digital direct, OOH, and print, Yes& shares vivid stories about each 2024 honoree as well as the broader AWQ program. The broad effort features 54 digital banners, 15 organic social posts (three per honoree), and 29 videos (:15s, :30s, and one :90) dedicated to honorees or the overall message. The Mint designed the coins to be collectible and circulated.

The agency also developed an AWQ umbrella campaign and website to create brand awareness and recognition for the four-year (2022-2025) program and its honorees. Yes& was named the creative Agency of Record for the Mint in 2022.

Yes&’s 2023’s wide-reaching initiative included vivid video biographies of each honoree that captivated the public and won a Silver Addy as well as a special judge’s mention award.

Past honorees were:

Maya Angelou
Dr. Sally Ride
Wilma Mankiller
Nina Otero-Warren
Anna May Wong
Bessie Colman
Edith Kanaka’ole
Eleanor Roosevelt
Jovita Idar Maria Tallchief

And in August, the Mint announced the 2025 honorees:

Ida B. Wells
Juliette Gordon Low
Dr. Vera Rubin
Stacey Park Milbern
Althea Gibson

The Program will conclude after the 2025 coins launch.

To learn more about the Mint’s American Women Quarters™ Program and honorees, visit https://catalog.usmint.gov/awq

Credits

Client: United States Mint
Client Team: Kirk Gillis, Dufour Woolfley, Kaarina Budow, Anne Janeski

Campaign Title: American Women Quarters™ Program
Execution Title: American Women Quarters™ Making Change, Honoree Bio Videos
Agency: Yes&
Creative Director(s): Brian Domenici
Art Director(s): Kyle Butler
Copywriter(s): Brianna Lawson
Account Service: Stacey DeOrzio (VP, Account Management), Jodie Warren (VP, Account Director), Hannah Johnson (Senior Account Executive), Lily Otter (Account Executive)
Creative Strategist: Logan Murtha
Media Planner/Buyer: Kathleen Montecinos, Breanne Joyce, Elizabeth Holland, Nicole Glueckert

Animation Production: Ivy Kuehler (Project Manager), Julianne Otto (Senior Content Producer), Tenzin Samphel (Art Director), Tenzin Yougyal (Motion Graphics Designer), David Kristiansen (Senior Video Editor/Animator), Mark Richards (Content Producer/Editor), Jay Udavcak (VP, Content Creation), Bruce Dixon (Senior Editor/Video Engineer), Kevin Schmitt (Art Director/Web Developer), Nick Szary (Production Coordinator/Editor), Joe Gross (VP, Content Studio Director), Mark DeVito (SVP, Strategy)

Source: Yes&

Advertising, American Women Quarters, Campaign, Marketing, United States Mint, USA, Yes&

Yes& Launches Year Three of American Women Quarters™ Program for the United States Mint added by newsroom on October 9, 2024
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