The Girl Effect

The Nike Foundation wanted to help solve some of the biggest problems facing the developing world by first improving the lives of 12 year-old girls.

The Project

When you invest in a girl’s economic potential through education and by delaying child marriage and teen pregnancy the cycle of generational poverty can be broken.

Our idea for the “Girl Effect” campaign was to focus on the experience of a single girl in the developing world and show the power that she has as a mother and business person once she has an education and access to healthcare.

The core of the campaign was a three-minute video piece that has been viewed nearly 2 million times and was named one of TED’s Ads Worth Spreading.

“The Clock is Ticking”

“This ad uses animation brilliantly to make clear the benefits of investing in a single worthy cause. It sheds light — and hope — on one of the most overlooked, yet promising, assets on this planet: 12-year-old girls.”


Created while at Wieden + Kennedy

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