Miami Girls

portfolio

A case study in cultural impact and mission‑driven advocacy powered by storytelling, integrated stakeholder strategy, and measurable impact.

Client Type

Non‑Profit | Advocacy | Social Impact

Ibeji operated as an embedded marketing and PR partner, designing and executing comprehensive strategies across community outreach, advocacy, sponsor engagement, cause‑awareness, and fundraising. The firm secured support from major institutions such as the Knight Foundation and the Miami Foundation and served as a fundraising partner for grassroots organizations.

Miami Girls Foundation (MGF) is a 501(c)(3) media‑for‑social‑change platform dedicated to amplifying the leadership of women across South Florida. Since 2015, MGF has been reframing the “Miami girl” stereotype by transforming a hypersexualized media trope into a narrative of civic impact, leadership, and community contribution through city‑wide visibility campaigns, cross‑sector partnerships, and multimedia storytelling initiatives that spotlight women shaping Miami’s civic, cultural, and economic landscape. As an embedded strategic, communications, and advocacy collaborator, Ibeji partnered with MGF to elevate its mission, expand its influence, and strengthen its position as a cultural force advancing a more authentic and empowering narrative for Miami’s women.

As an embedded strategic, communications, and advocacy collaborator, Ibeji partnered with MGF to elevate its mission, expand its influence, and strengthen its position as a cultural force advancing a more authentic and empowering narrative for Miami’s women.

Ibeji supported MGF in clarifying and amplifying its strategic narrative helping the organization communicate its purpose: to challenge stereotypes, spotlight female leadership, and drive inclusive prosperity in Miami.

Our strategic work included:

Brand identity & positioning: Strengthening MGF’s public identity as Miami’s leading platform for women’s representation and narrative change.
Strategic communications: Crafting messaging frameworks aligned with MGF’s mission to reshape public perception of Miami women.
Narrative development: Developing storytelling structures for campaigns such as Miami Leaders, Miami Girls Making History, and Never Not Working, each centered on elevating women whose work transforms the city.
Campaign strategy: Supporting the strategic planning behind multi‑channel visibility campaigns during Women’s History Month and beyond.
Audience & cultural insight research: Mapping audience perceptions around Miami’s gendered stereotypes to guide tone, voice, and cultural relevance.

MGF’s impact depends on community trust, cross‑sector collaboration, and the amplification of emerging and established leaders. Ibeji served as an architect of these relational ecosystems.

Our contributions included:

Community‑building strategy: Supporting city‑wide engagement for campaigns like the Inside Out Project collaboration with HistoryMiami Museum, which publicly displayed portraits of Miami’s women leaders.
Partnership development: Strengthening collaborations with organizations including NOW, Planned Parenthood, Women’s March, and Miami Workers Center.
Thought‑leadership development: Helping MGF position itself—and the women it champions—as authoritative voices in local civic and cultural discourse.
Media relations & PR advisory: Supporting earned media outreach and public storytelling that expanded the reach of campaigns showcasing nearly 100 Miami women leaders.
Event concepting & experience design: Contributing to experiences such as public art interventions and award ceremonies, including ecosystem‑building initiatives spotlighting female founders in partnership with Miami’s Design District and Knight Foundation‑supported programs.

Advocacy is central to MGF’s DNA and a core strength of Ibeji. Together, we developed mission‑driven campaigns and social‑impact initiatives focused on equity, visibility, and systemic change.

Our advocacy work included:

Mission-driven campaigns: Supporting MGF’s hallmark initiatives:

Miami Leaders (2016): Profiling 30 women across politics, arts, tech, civil rights, and business.
Miami Girls Making History (2017): A multimedia campaign honoring 30 additional leaders and publicly presenting their portraits throughout Miami.
Never Not Working (2018–2019): An awareness campaign addressing the feminization of poverty and the conditions of domestic workers across the U.S.

Reputation strategy: Helping MGF claim authority as a narrative‑shaping institution advocating for women’s rights and representation.
Values‑based messaging: Crafting communications grounded in equity, dignity, and cultural truth.
Stakeholder engagement: Facilitating strategic collaborations with more than 100 political, social justice, and nonprofit organizations supporting MGF’s initiatives.
Social impact initiatives: Supporting programs such as the Miami Founders Award, which recognizes women founders and was developed with Knight Foundation support.

Our role

Strategy

Our strategic work included:

Brand identity & positioning: Strengthening MGF’s public identity as Miami’s leading platform for women’s representation and narrative change.
Strategic communications: Crafting messaging frameworks aligned with MGF’s mission to reshape public perception of Miami women.
Narrative development: Developing storytelling structures for campaigns such as Miami Leaders, Miami Girls Making History, and Never Not Working, each centered on elevating women whose work transforms the city.
Campaign strategy: Supporting the strategic planning behind multi‑channel visibility campaigns during Women’s History Month and beyond.
Audience & cultural insight research: Mapping audience perceptions around Miami’s gendered stereotypes to guide tone, voice, and cultural relevance.

Relations

MGF’s impact depends on community trust, cross‑sector collaboration, and the amplification of emerging and established leaders. Ibeji served as an architect of these relational ecosystems.

Our contributions included:

Community‑building strategy: Supporting city‑wide engagement for campaigns like the Inside Out Project collaboration with HistoryMiami Museum, which publicly displayed portraits of Miami’s women leaders.
Partnership development: Strengthening collaborations with organizations including NOW, Planned Parenthood, Women’s March, and Miami Workers Center.
Thought‑leadership development: Helping MGF position itself—and the women it champions—as authoritative voices in local civic and cultural discourse.
Media relations & PR advisory: Supporting earned media outreach and public storytelling that expanded the reach of campaigns showcasing nearly 100 Miami women leaders.
Event concepting & experience design: Contributing to experiences such as public art interventions and award ceremonies, including ecosystem‑building initiatives spotlighting female founders in partnership with Miami’s Design District and Knight Foundation‑supported programs.

Advocacy

Advocacy is central to MGF’s DNA and a core strength of Ibeji. Together, we developed mission‑driven campaigns and social‑impact initiatives focused on equity, visibility, and systemic change.

Our advocacy work included:

Mission-driven campaigns: Supporting MGF’s hallmark initiatives:

Miami Leaders (2016): Profiling 30 women across politics, arts, tech, civil rights, and business.
Miami Girls Making History (2017): A multimedia campaign honoring 30 additional leaders and publicly presenting their portraits throughout Miami.
Never Not Working (2018–2019): An awareness campaign addressing the feminization of poverty and the conditions of domestic workers across the U.S.

Reputation strategy: Helping MGF claim authority as a narrative‑shaping institution advocating for women’s rights and representation.
Values‑based messaging: Crafting communications grounded in equity, dignity, and cultural truth.
Stakeholder engagement: Facilitating strategic collaborations with more than 100 political, social justice, and nonprofit organizations supporting MGF’s initiatives.
Social impact initiatives: Supporting programs such as the Miami Founders Award, which recognizes women founders and was developed with Knight Foundation support.