Yes& Launches Year 3 of American Women Quarters Program for the United States Mint

Women’s rights advocates, coin collectors, and the American public-at-large have a new group of inspirational female figures to honour as the United States Mint (Mint) is releasing its 2024 American Women Quarters (AWQ). And to introduce them, AOR Yes& has crafted an ambitious advertising campaign to get the word out about the third of the four-year program.

This year’s honourees include:

• Rev. Dr. Pauli Murray – poet, writer, civil rights activist, lawyer, and priest
• Patsy Takemoto Mink – activist, attorney, and first woman of colour to serve in Congress
• Dr. Mary Edwards Walker – Civil War-era surgeon, women’s rights’ and dress reform advocate
• Celia Cruz – ”Queen of Salsa”, cultural icon, and one of the most popular Latin artists of the 20th century
• Zitkala-Ša – activist, writer, musician, composer and advocate for Native American rights

Tapping into visual storytelling through such mediums as video (OTT), digital (YouTube, display (Google Display), social media, mobile, email, digital direct, OOH, and print, Yes& shares vivid stories about each 2024 honouree as well as the broader AWQ program. The broad effort features 54 digital banners, 15 organic social posts (three per honouree), and 29 videos (:15s, :30s, and one :90) dedicated to honourees or the overall message. The Mint designed the coins to be collectible and circulated.

The agency also developed an AWQ umbrella campaign and website to create brand awareness and recognition for the four-year (2022-2025) program and its honourees. Yes& was named the creative Agency of Record for the Mint in 2022.

Yes&’s 2023’s wide-reaching initiative included vivid video biographies of each honouree that captivated the public and won a Silver Addy as well as a special judge’s mention award. 

Past honourees were:

• Maya Angelou
• Dr. Sally Ride
• Wilma Mankiller
• Nina Otero-Warren
• Anna May Wong
• Bessie Colman 
• Edith Kanaka’ole 
• Eleanor Roosevelt 
  
• Jovita Idar Maria Tallchief 

And in August, the Mint announced the 2025 honourees:

• Ida B. Wells 
• Juliette Gordon Low 
• Dr. Vera Rubin 
• Stacey Park Milbern  
• Althea Gibson 

 The Program will conclude after the 2025 coins launch.