Girls day and boarding school Bishop Strachan is looking to create the female leaders of tomorrow in its latest work highlighting gender inequality.

In one campaign video, a student lists off Canadian prime ministers through history, citing only one that wasn’t male. In another, it points out how only 6% of Nobel Laureates are female, before detailing how Bishop Strachan plans to upend the status quo through its teaching methods and by creating meaningful connections between students.

The work coincides with the school’s new strategic plan, and includes videos and static social assets to drive to the institution’s microsite.

Terry Drummond, partner creative at the school’s agency partner Good&Ready, tells strategy that it seems like women’s rights are backsliding in the political and professional realms. And a message the reverse that trend, he says, is more powerful when it is delivered by the leaders of tomorrow – i.e., the students themselves. It’s also a message that can resonate beyond the school’s walls into the broader community.

“The target is pretty defined,” Drummond says. “In a sense, you are talking to families of students who are presently students, alumni and also potential students.”

Drummond tells strategy that strategic plans for most organizations tend to be very technical, internal documents, but in this case, are of interest to the greater community surrounding the school, which it’s using its reach to hit the distinct group.

The Bishop Strachan School is an independent school for girls from kindergarten to Grade 12 located in Toronto, which has been in operation since 1867.

The relationship between Good&Ready and the school began in the summer, and Drummond says its the agency’s first time working with a client like this. Like most of its other relationships, he says it is being done on a project basis, with the option for further campaigns down the line.