The Girl Effect: starting conversations for change
- Exhibited by
- The Girl Effect.
- Added
- June 16, 2012
- Medium of Communication
- Broadcast and television, online
- Target Audience
- Awareness
- Type of Charity
- Children, youth and family
- Country of Origin
- USA
- Date of first appearance
- March, 2008
SOFII’s view
The Girl Effect organisation has admirably mastered the art of creating short and powerful videos that inspire and move both old and new supporters. With excellent animation and a wonderful soundtrack, it’s no wonder that they have captured the imaginations of viewers all over the world, encouraging them to start conversations and make change happen.
Creator / originator
The Girl Effect:
Producer: Wieden & Kennedy Portland
Director: Man vs. Magnet in association with production company Curious Pictures
Music: Elias Art
The Girl Effect: the clock is ticking:
Producer: Wieden & Kennedy Portland
Animation: Nexus Productions
Music: Elias Art
Summary / objectives
The objective of The Girl Effect videos is two-fold. The first is to raise awareness about empowering adolescent girls as a solution to global poverty and the second is to influence and leverage policy-makers to incorporate adolescent girls into their programmes and their policies.
Background
The Girl Effect is a movement driven by girl champions around the globe and has received critical financial and intellectual contributions from the NoVo Foundation and the Nike incorporation. In May 2008, the Nike Foundation launched The Girl Effect campaign and website. The site helps tell the girls’ story and invites others to learn, act and share with others.
Special characteristics
We wanted both videos to help start conversations that can lead to change. By highlighting the barriers that girls are uniquely vulnerable to and also the ripple effect that is unleashed when a girl is healthy, educated and has opportunities to develop her economic livelihood.
Both videos stemmed from simple ideas. In the first video, ‘The girl effect’, the idea is that investment in girls will benefit everyone. And the second video, ‘The clock is ticking’, is based on the idea that those investments need to start early.
Both videos aim to raise awareness of The Girl Effect organisation and start conversations that lead to change.
Influence / impact
The Girl Effect videos have successfully started conversations in numerous arenas, from multi-lateral organisations such as the World Bank, global conferences such as the Clinton Global Initiative and the World Economic Forum, and mainstream US media such as The Oprah Show in December 2009.
The conversations initiated by The Girl Effect have also inspired volunteer-led activity; check out this blog for a fantastic example.
Results
‘The clock is ticking’ (CIT) was released in September 2010. We have tracked the impact that has had on our website visits and donations. In the month of August, before CIT was released there were 91,042 visits to girleffect.org. In September 2010, we received 164,838 visitors. There was a similar leap in the number of donations made. In August the amount of donations The Girl Effect received was $12,539. In September, income increased to $15,170. This increased to $32,069 in October. Similarly, we also witnessed a large jump in the number of YouTube hits and also received over 200,000 ‘likes’ on Facebook.
Merits
The girl effect videos have become an excellent tool to promote the cause and involve and motivate new supporters.
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