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Amplify

Core disciplines: Brand Activation, Events, Experiential marketing, Integrated marketing

The most viewed agency in 2016

Nike Foundation | The Girl Effect

Amplify help the Nike Foundation influence international development policy.


Challenge

There are 250 million impoverished, adolescent girls across the world, and Amplify were challenged by Nike Foundation to help influence international development policy.

Insight

Girls aged between 10-24 make up approximately one-eighth of the global population and are a growing segment of every society – if they could tell their own stories, an impact was more likely to be made.

Strategy 

Bringing the voices of these girls to life in a single instance and leveraging that effect by sharing it with the people who have the most influence to improve conditions.

Solution

The Girl Tree: an installation 7 metres across, installed at The Women Deliver Conference in Kuala Lumpur standing with the Girl Declaration, a call to action to put girls at the heart of the development agenda.

250 girls’ voices were recorded from seven developing countries, amplified by specially created video content. Each message shared their hopes and aspirations - providing a powerful experience, compelling delegates to take action and endorse the Girl Declaration.

Results

  • 50% of delegates signed the Girl Declaration including Melinda Gates, Chelsey Clinton and Barbara Bush
  • The United Nations and Clinton Foundations have now asked to host the installation
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