If you could write a letter to your younger self, what would you say? What advice would you pass on to the boy or girl you once were?

It’s an interesting idea, deeply personal and revealing about who you are as a person.

At KING, Tegna’s NBC affiliate in Seattle, Olivia Roberts, one of KING’s marketing producers, conceived and produced a campaign featuring three of KING’s women anchor/reporters writing letters to themselves to celebrate Women’s History Month.

Jay Yovanovic, KING’S marketing director, asked Roberts to explain her rationale for this creative approach.

To celebrate Women’s History Month, I wanted to produce a series of spots that left our viewers feeling a little stronger and a bit more hopeful in just 30 seconds. But I also knew that falling into the cliches of women empowerment messaging that saturate media today was a slippery slope.

As I brainstormed creative concepts, I kept coming back to the idea of girlhood and its importance in shaping the women we are today. I wondered: what would KING’s well-established, highly regarded female talent say their younger selves? What advice would they give to the girls they once were? 

Because these women wrote each letter themselves, there’s a sense of authenticity in each spot that can’t be fabricated. This campaign gives our audience a more intimate understanding of the people our female anchors are and the values they personally hold.  

After coming brainstorming the concept, we connected with several talent agencies around Seattle to hire our child actors. Each anchor was given the creative control to sort through portfolios and find the child that most accurately resembled their younger selves. 

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