International Day of the Girl 2017
Project
#FreedomForGirlsPartners
UNICEF Bill and Melinda Gates FoundationThe campaign
On October 11th, Project Everyone launched the #FreedomForGirls campaign for International Day of the Girl, in partnership with UNICEF and the Bill and Melinda Gates Foundation. To mark the occasion and to demand world leaders take renewed action for girls, we teamed up once again with director MJ Delaney, who also produced #WhatIReallyReallyWant, to produce a new film featuring the song ‘Freedom’ by Beyoncé.
The Approach
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The film features powerful footage of girls around the world singing along defiantly to the song. Interweaved in the film are statistics highlighting some of the biggest challenges facing girls which can be solved if the Goals are met: Access to education: 130 million girls are out of school Child marriage: 1 in 4 girls gets married as a child Violence against girls: Every 5 minutes a girl will die as a result of violence Female genital mutilation: 63 million girls have undergone FGM HIV/AIDS: Girls are twice as likely to become infected with HIV Trafficking and modern slavery: 71% of human trafficking victims are female
Project Everyone teamed up with a range of grassroots and global organizations – BeyGood4Burundi, CHIME FOR CHANGE, Donor Direct Action, Equality Now, Freedom United, Girls Not Brides, Global Citizen, The ONE Campaign, Plan International, Save the Children, UNAIDS, UNICEF, With and For Girls – in order to ensure that viewers of the film could take action for women and girls on a range of issues from child marriage to access to education
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The impact
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The film went instantly viral, reaching over 20 million views across Youtube, Facebook, Twitter and Instagram. Support came from prominent people around the world including Beyoncé, Cara Delevingne, David Beckham, Ashley Graham, Jacqueline Fernandez, Gabrielle Union, Sadiq Khan, Arianna Huffington, Shraddha Kapoor and Ewan McGregor.
Through a partnership with Google, FREEDOM was launched on the Google Homepage of over 50 countries, including the US, Brazil, Russia and India. The campaign received media coverage from news outlets around the world including Glamour, CNN, El Pais, Le Figaro, La Libre, Rai News, Evening Standard, and The New York Times.