Last year, his #BlackPantherChallenge raised enough money to send 73,000 children of color to see “Black Panther.”
This year, his #CaptainMarvelChallenge hopes to do the same for girls with Marvel Studios’ first female-led film, “Captain Marvel.”
But Frederick Joseph said he isn’t sure the campaign to help young girls will receive as much support as the one for black boys did.
“I was hoping this would receive more traction than the last challenge,” the New York marketer told CNN.
Yes, Joseph’s GoFundMe surpassed its $20,000 goal to take more than 500 girls in Los Angeles to see “Captain Marvel” when it comes out March 8.
The film follows Captain Marvel as she gets caught in the middle of a galactic war between two alien races.
Even an endorsement from the movie’s star, Brie Larson, didn’t seem to move the needle on the challenge’s GoFundMe page.
“We did see some more donations from her support, but not as many as we would have hoped for,” Joseph said. “I think there’s a larger conversation to be had around how much support women receive and lack thereof.”
We Have Stories, Joseph’s nonprofit organization and the team behind his challenge, is working with GoFundMe to try to expand the reach of #CaptainMarvelChallenge. They are urging others to start their own fundraising efforts around the #CaptainMarvelChallenge in their local communities.
GoFundMe will donate $100 to each of the first 25 campaigns that launch their own #CaptainMarvelChallenge in their area. So far, challenges have begun in Flint, Michigan, and Brooklyn, New York.
“I think it’s going to be a very interesting case study to see the rallying around women versus the rallying around black people,” Joseph said.
For now, Joseph and his team are setting their sights on bringing a “modest” 50,000 girls to movie theaters across the globe to see “Captain Marvel” on its opening day, which also happens to be International Women’s Day.
“Marvel has built up this world and coming into it is this woman, who is the most powerful person in their world,” Joseph said. “In the era that we live in politically and socially, that says a lot and it means a lot, and it’s going to mean a lot for girls.”
And what about boys?
“It is important that boys see women in these positive roles where they are represented as strong, bold, powerful and equal. Well, not only equal, sometimes just better,” Joseph told CNN. “But we’re specifically taking girls.”