Girl Effect’s CEO Farah Ramzan Golant has been interviewed by Campaign’s Nicola Kemp in this month’s magazine, focusing on the power of transformation in the creative industries.
The article explore how Girl Effect uses marketing to create social change, focusing on the power of brands to create behaviour change at scale. “I had an abstract sense of it but I underestimated the degree to which girls are a point of leverage to disrupt poverty. I underestimated the power of girls connecting with each other and how quickly you can create new behaviours,” said Farah.
Campaign concludes by saying, “If Girl Effect can realise its goal to reach 100 million people by 2020, the possibilities for millions of girls will transform. The role of brands in social change – not just to disrupt an industry but change how people see themselves – is one of the industry’s most powerful untapped resources.”