The Girl Effect

Nike came to us and said, we've spent years researching how to make the absolute biggest impact with our charitable donations. The answer is one thing. Girls in developing countries. At the time of their research, girls were getting about half of one cent of any aid money coming into their countries. And experience extreme consequences.

Everything we read showed the incredible things that happen when funds actually reach girls. Huge things, from even minor donations. It makes their lives better. And the entire community's as well. This was bigger than just Nike donating some money, we had a new economic proposition on our hands, to the share with world so that others could join in. Success was reaching the biggest change makers in the world to help people see the problem and divert funds to these girls.

We thought of a name that felt sciencey and backed up the research, something that clearly told the story of what happens when you help girls. We named it 'The Girl Effect.'

We knew the film needed to take a fresh approach. It couldn't be a story we've seen a thousand times. We stripped everyting back to it's simplest elements: just the type, just the story, and a beautiful piece of music.

We had zero media dollars, but the internet love helped spread it all the way to Oprah, Bill Clinton, and all the world leaders at DAVOS in Switzerland. Clinton would later set up an entire session on the topic of girls in developing countries.

There's no way to know how many girls lives were improved but whenever i think about this project it feels like the most important thing I've done in the silly circus of advertising. I hope to put effort into this again because it's too fucking important.

Role: Creative