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

Oct. 09, 2024

Women’s rights advocates, coin collectors, and the American public-at-large have a new group of inspirational female figures to honor 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 honorees include:

• Rev. Dr. Pauli Murray – poet, writer, civil rights activist, lawyer, and priest
• Patsy Takemoto Mink – activist, attorney, and first woman of color 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, composerand 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 honoree as well as the broader AWQ program. The broad effort features 54 digital banners, 15 organic social posts (three per honoree), and 29 videos (:15s, :30s, and one :90) dedicated to honorees 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 honorees. 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 honoree that captivated the public and won a Silver Addy as well as a special judge’s mention award. 

Past honorees 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 honorees:

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

The Program will conclude after the 2025 coins launch.

To learn more about the Mint’s American Women Quarters™ Program and honorees, visit https://catalog.usmint.gov/awq