NEW YORK: Burson-Marsteller will provide pro bono support to G(irls)20, a global nonprofit organization that focuses on the economic empowerment of women and girls.
The agency, which began working with the Toronto-based foundation this week, will help G(irls)20 “sharpen” its positioning and messaging around the world with business and financial media, said Katarina Wallin Bureau, COO of EMEA at Burson.
She added that the organization “focuses on the economic side of female empowerment rather than human rights, so that's what differentiates it.”
Burson will help with media relations for the group's annual G(irls)20 Summit, which brings together one delegate from each G20 country, as well as representatives from the European and African Unions, Afghanistan, Pakistan, and the Middle East-North Africa region. Participants discuss ideas and solutions for ways to economically advance women.
All participants, who are women between 18 and 20 years old, go back to their respective G20 leaders to communicate what they learned at the event. The summit is held in the same location as the G20 host country, meaning it will take place in Australia this year.
Karen Hughes, worldwide vice chair at Burson, will lead the agency's team on the account, which will initially consist of five staffers and then expand to include employees from around the world.
Burson will also work on a communications story for the delegates selected for this year.
Wallin Bureau, a member of the G(irls)20 advisory committee, said working with the organization also fits into Burson's “60th anniversary giving back commitment.”
Many of the agency's global clients, she added, are interested in getting involved in efforts that empower women economically as part of their thought-leadership platforms.
The initial contract with G(irls)20 is for one year, but Wallin Bureau said she hopes to extend the partnership through 2015 and support the summit when it is hosted in Turkey.