The document provides a case study of the Girl Effect program started by the Nike Foundation. The key goals of the program were to end intergenerational poverty by empowering adolescent girls, who were seen as the highest point of leverage. The program approached various audiences like NGOs, employees, consumers, and girls themselves. It utilized Nike's capabilities to create an open source platform and tools to directly connect girls and build awareness. Major results included viral videos, social media growth, and over $21 million raised between 2008-2010. The program showed how to effectively leverage partnerships and crowdsourcing to advocate for girls and inspire social change.

1. Case Study
GIRL
EFFECT

2. • Leverage capabilities and strengths (of Nike) to
take on an issue, not the brand.
• Apply those approaches on innovation outside
the company’s commercial interests.
The Nike
Foundation

3. One goal of ending
intergenerational poverty
in the world.
• The highest point of leverage, adolescent girls.
• This realization became the heart of the Girl Effect
• Their mission: get girls on the global agenda; show
why investing in girls made sense

4. Audience Approach
• Large NGOs – Influence and Integrate
• Nike Employees – Utilize skills and resources
• Consumer – Public support and demand for program
• Developing World – Build awareness
• Girls – Create networks, communities and drive the
movement

5. We wanted something that people can get behind and make their own.
The Girl Effect is a movement that belongs to everyone.
- Maria Eitel (Nike VP of CR)

6. Program Approach
People Driven:
• Open Source Platform
• Downloadable tools.
• Fund through Global Giving
• Rally Blogger Community.

8. Girl Effect Tool Kit

12. Results
In December 2009, Oprah Winfrey aired the Girl Effect and
The Clock is Ticking videos on her show resulting in a big increase in
Facebook followers and YouTube views
In March 2011, the Clock is Ticking video won the TED Ads Worth
Watching Award
Articles in the Huffington Post, Forbes and on various NGO sites and blogs.
From 2008 – 2010 The Girl Effect has raised $21.7 million

13. Advocate - Inspire - Empower
Shift from why to
how to do more
CTA: Spread The Word
Leveraged Nike s
capabilities. Not
Create an
Provide Comm. Tools,
Girl Champions
the brand.
open source
Link to Global Giving.
Involve the
directly connecting with
Wins TED
Girls more
each other
platform.
Leverage Facebook
Award
Goal in ending
(2009)
Intergenerational
Poverty. Girls are at
the heart of this.
Clock Is Ticking &
FB community
Target specific
Launch site, video,
Twitter Handle
Responds to
audiences
(2010)
Blog Campaign
negative comments
Youtube channel and
(500)
Partnership
funding.
With Gov.
Crowd source
solutions
Guide The Champions
A timeline depicting key moments in the program.

14. What we can learn
• Establish a consistent message from the beginning
• Let the program drive the message, not the brand. (Program first, brand second)
• Create compelling content to educate your audience
• Provide tools and a space to build communities and relationships with key
audiences.
• Leverage social media to educate and house advocacy