To kick-start 2018, Foundation for a Better Life deployed a new ‘Pass It On’ campaign across JCDecaux’s digital network.

This is the third year that JCDecaux has worked with this charity, which creates public service campaigns to communicate the values that make a difference in our communities. Its goal is to offer inspirational messages to people everywhere in order to help promote good values and good role models.

This time, female activist Malala Yousafzai has been featured in the nationwide campaign alongside the powerful statement: ‘Girls should learn history. And make it. Courage is in you.’

Past campaigns include messages promoting strength, fitness, determination, confidence and so on, all alongside inspirational figures. 

Ben Maher, Sales and Partnerships Director at JCDecaux UK, said: “We are incredibly proud to be working with Foundation for a Better Life again on its mission to promote positive values within our communities. By using digital Out-of-Home, the face of Malala, an incredible activist for female education, will be spread far and wide across the UK, along with the powerful message: ‘Girls should learn history. And make it.’ This truly is a fantastic campaign to start 2018 with.” 

The campaign was live from the 2nd to the 8th January.