Nike Foundation – Girl Effect Live
Kickstarting a cultural movement in a single day
Girl Effect was created by Nike in 2008. More than a charitable cause, it is an economic vision rooted in the belief that girls are the most powerful agents of change on the planet. Today, over 250 million girls globally are denied the chance to realise their potential due to a lack of protection, freedom, and education. Yet, if given the opportunity, these girls wouldn’t just transform their own lives—they would uplift their families, strengthen their communities, and drive progress across their entire nation. This is the power of the Girl Effect.
In July 2014, global leaders gathered in London to discuss the Millennium Development Goals. Thiis was a crucial moment to push for stronger action against women’s inequality worldwide. Nike wanted to elevate the issue to the top of the agenda by generating as much noise for the Girls Effect as possible – but to do that, they needed a little help.
Up until this point, Nike had never put much effort into making the Girl Effect a public-facing initiative. But now they want to rally public support to help put pressure on world leaders – and fast.
Enter Girl Effect Live, a day of inspiration, conversation and celebration about the power of girls to change the world. This vibrant street festival spanned five venues across East London’s iconic Brick Lane, spotlighting the transformative power of girls to change the world.
Empathy was at the heart of our approach. We programmed the festival to resonate with a younger female audience, aiming to first build an emotional bridge between girls in the UK and millions of girls around the world. From there, we highlighted the inequalities that were holding these other girls back and how girls in the UK could help make a difference.
To connect with our audience, we partnered with some of the country’s most exciting young talent. From music and street art to spoken word and immersive theatre, these collaborators brought their unique creativity and influence to inspire support for the Girl Effect, including an exclusive live performance by Jessie J.
Highlights includes:
Stand-up comedy featuring Miss London and Mae Martin
Spoken-word performed by George the Poet & Slambassadors UK
Street art by Lakwena, Kate Moross and Amara Por Dios
Custom nail design by Wah Nails
Immersive theatre by Punchdrunk Theatre Company.
Art exhibition featuring Hattie Stewart & JimmyC
Live music performance by Jessie J. and Sasha Keable
Throughout the day, our hosts guided attendees through the event, channeling their energy into action—encouraging them to share their reactions on social media or record their thoughts in our video booths.
Online youth broadcaster SBTV was also on hand to document the experience, capturing live performances and interviews with talent and attendees. These moments were shared instantly on their platform, amplifying the event's reach.
Adding a stylish touch, the event featured a unique icon: a customisable "G" for "Girl" necklace, designed by East London jewellery makers Tatty Devine. This chic "badge of support" became a tangible symbol of the cause.
One of the most emotionally impactful moments of the festival was Walk with Me, an immersive experience created in collaboration with Punchdrunk Theatre Company.
Drawing from real-life stories, the narrative follows the journeys of three young girls from Ethiopia: best friends Etenesh, Abeba, and Kess. Starting out full of hope and ambition for their future, each girl faces a life-altering injustice that shatters their friendship and destroys any chance of fulfilling their dream.
During the show, audience members wore headsets to experience the story from a different girl’s perspective, walking in her footsteps and hearing her narration as they were guided through an immersive environment.
As the performance unfolded, the audience was split up, with each person experiencing only one part of the story. It wasn’t until the end of the show, when they gathered with others that the audience could piece together the complete narrative, sparking deeper discussions about the real struggles faced by girls in Ethiopia—and around the world.
Another highlight of the festival was Girls Reframed, an original art exhibition inspired by the real lives of 20 girls growing up under the shadow of inequity. While the circumstances they all faced were extremely difficult, the exhibition was ultimately a celebration of their hope and resilience.
Our goal was to challenge stereotypes and help the audience connect with each girl's individuality rather than focusing solely on their struggles. Drawing from a series of interviews and photographs, we enlisted 20 young artists to create original portraits of each girl—highlighting their passions, dreams, and strength. The exhibition also featured illustrated quotes from their interviews, offering even greater insights into their stories.
“I hope I can be a painter because painting not only makes me happy but also makes other people happy”
In just over 12 hours, Girl Effect Live connected with thousands of girls, igniting a passionate and enthusiastic response. The day generated an outpouring of support on social media, which was shared directly with world leaders the following day.
And its impact was undeniable. For the first time ever, there was a commitment to add women’s empowerment as its own stand-alone Millennium Development Goal, with world leaders pledging to work together to put an end to gender inequality – and unleash the power of girls.
