Category
Public Health
Women’s Wellness
Racial Equity
Services
Messaging
Campaign Strategy
Creative Direction
Audience Targeting
Paid Advertising
Challenge
To build a culturally resonant digital presence that could introduce GirlTREK to new audiences, grow its membership, increase app downloads and email subscribers, and turn awareness into long-term community participation.
Result
The campaigns translated awareness into measurable action. PrayerTREK generated more than 4,000 leads and an estimated 7X return on ad spend, while the app campaign produced 2,766 downloads at a $0.39 cost per click. GirlTREK’s broader awareness campaigns also generated 8.5 million impressions and 1 million remarketing impressions.
Walk. Talk. Solve Problems Together.
GirlTREK is a daily walking revolution for Black women—30 minutes a day, 5 days a week. As the largest health movement for Black women in the U.S., this simple ritual adds up to 10 extra years of life. With over one million members across 50 states and 49 countries, GirlTREK organizes from the ground up—turning sidewalks into strategy and sisters into system changers. GirlTREK has trained thousands of local organizers with one goal: reach 10% of all Black women in the U.S., the tipping point to shift national health outcomes.
The Challenge: Build a powerful, culturally resonant online presence through branded campaigns that introduce GirlTREK to new audiences.
The Approach: Create long-term engagement by growing membership, app downloads, and email subscribers — the foundation of future organizing.
The Results: Our efforts lead to measurable action — joining the movement, downloading the app, RSVPing for events, and participating.
PrayerTrek Campaign
- PrayerTrek Leads: 4000+
- Estimated ROAS = 7X
- Impressions: 784,162
- Clicks: 42,494
GirlTrek App Downloads Campaign
- App Downloads: 2,766
- Estimated ROAS = 5X
- CTR: 3.01%
- CPC: $0.39
- Clicks: 9,761
- Impressions: 813,549
Black Family 5K
Every year Black Family 5K brings together thousands of families across the country to enjoy a post-Thanksgiving walk. With your family and your community, you’ll have the chance to walk together as a way of saying thank you. GirlTREK’s annual walking event is a great way to bring Black families closer and make lasting memories this holiday season. To maximize impact, the Bureau of Small Projects helped GirlTREK develop a Tool Kit with fun ideas to help families plan a memorable event with ads, t-shirts and answers to frequently asked questions.
The Underground App
The Underground: Where Freedom Walks Begin. The Underground isn’t just another fitness app – it’s GirITREK’s revolutionary platform where Black women across the nation walk together toward collective liberation. The Underground tracks every step of the freedom journey with tools designed for the movement. Log daily walks, monitor progress, and watch as individual steps become part of something larger. Wellness data becomes your power data.
PrayerTREK
An open invitation to walk, talk, and pray together.
PrayerTREK is a faith-based walking initiative led by the organization GirlTREK, that combines physical activity with spiritual reflection, prayer, and community building. Participants walk for a designated time, listening to guided podcasts or sharing prayers for their families, communities, and personal well-being, turning everyday movement into an act of devotion and self-care.
The Awareness Campaigns
The Challenge: Build a powerful, culturally resonant online presence through branded campaigns that introduce GirlTREK to new audiences.
The Approach: Using our unique methods for competitive analysis and messaging, we created a value proposition focused on the different and better designed to create long-term engagement by growing membership, app downloads, and email subscribers — the foundation of future organizing.
The results June through December across Meta, Google and LinkedIn:
- 8.5 million impressions
- Click Through Rate 2 to 3%
- Remarketing Impressions 1 million
- Estimated ad retention value: 30 days
