{"id":197,"date":"2008-06-08T19:14:26","date_gmt":"2008-06-09T03:14:26","guid":{"rendered":"http:\/\/fwdlabs.com\/blog\/?p=197"},"modified":"2025-03-24T23:16:07","modified_gmt":"2025-03-25T06:16:07","slug":"double-message-of-the-girl-effect","status":"publish","type":"post","link":"https:\/\/fwdlabs.com\/blog\/double-message-of-the-girl-effect\/","title":{"rendered":"Double Message of &#8220;The Girl Effect&#8221;"},"content":{"rendered":"<div class=\"imageframe imgalignright\" style=\"width:320px;\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/fwdlabs.com\/blog\/wp-content\/uploads\/girl-effect_2.jpg\" alt=\"girl-effect_1\" width=\"320\" height=\"240\" class=\"attachment wp-att-198\" \/><\/div>\n<p><a href=\"http:\/\/www.manvsmagnet.com\/\">Matt Smithson<\/a> is the director behind the new viral video calling for social change, &#8220;<a href=\"http:\/\/www.girleffect.org\/\">The Girl Effect<\/a>.&#8221; The spot was created for <a href=\"http:\/\/www.wk.com\/\">Wieden+Kennedy<\/a> and is part of the $100 million-backed effort from <span class=\"removed_link\" title=\"http:\/\/www.nikefoundation.org\/\">Nike Foundation<\/span> and <a href=\"http:\/\/www.novofoundation.org\/\">NoVo Foundation<\/a> to the cause, which is about being &#8220;the powerful social and economic change brought about when girls have the opportunity to participate in their society.&#8221;<\/p>\n<p>The high contrast, upper-case and sans-serif type, along with the quick tempo and elegant strings, serve to communicate the issue clearly and quickly in the 2:23 <a href=\"http:\/\/youtube.com\/watch?v=WIvmE4_KMNw\">video<\/a>. It works as an introduction to the <a href=\"http:\/\/www.girleffect.org\/\">web site<\/a>, but also stands alone:<\/p>\n<p><iframe loading=\"lazy\" title=\"The girl effect\" width=\"640\" height=\"480\" src=\"https:\/\/www.youtube.com\/embed\/WIvmE4_KMNw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>By using two elements &#8212; such as typography and music &#8212; the message resonates. Simon Robson&#8217;s 2003 video, <a href=\"http:\/\/youtube.com\/watch?v=CAtAFoGxo1s\">What Barry Says<\/a>, combined the voiceover by Barry McNamara with computer-generated visual metaphors to make its point on social change. Pangea Day&#8217;s trailer, <a href=\"http:\/\/www.youtube.com\/watch?v=LyPgHwB82xY\">What If<\/a>, which was <a href=\"https:\/\/fwdlabs.com\/blog\/2008\/02\/28\/collective-action-of-pangea-day\/\">posted here earlier<\/a>, elaborated upon iconic video and realistic voice-over as focal points. Even Nike is known for this style, merging jump-cut edits and playful piano for their <a href=\"http:\/\/youtube.com\/watch?v=n51XmB5_rh4\">anthem spot<\/a> during the 2002 Olympics.<\/p>\n<p><iframe loading=\"lazy\" title=\"War Corporatism - What Barry Says\" width=\"640\" height=\"480\" src=\"https:\/\/www.youtube.com\/embed\/CAtAFoGxo1s?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>https:\/\/youtube.com\/watch?v=LyPgHwB82xY<\/p>\n<p><iframe loading=\"lazy\" title=\"Nike Commercial Move: Olympics (Cleanest Audio)\" width=\"640\" height=\"480\" src=\"https:\/\/www.youtube.com\/embed\/n51XmB5_rh4?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<p>But what message is this type treatment saying? Nike has been criticized in the past for associations with third-world sweatshops. This efforts with this campaign positions Nike as supporter, not exploiter, which helps appeal their image.<\/p>\n<p>And why the <em>girl<\/em> effect &#8212; wouldn&#8217;t this theory work with anyone? The <a href=\"http:\/\/www.girleffect.org\/#\/fact_sheet\/\">fact sheet<\/a> for the effort notes that women reinvest 90% of their income into her family but a man will reinvest 30 to 40%. <\/p>\n<p>Related, Matt and <a href=\"http:\/\/www.bygrandchildren.com\/\">Sean Pecknold<\/a> started &#8220;a small art and film collective called Pickles (link no longer available) to showcase the work of [their] friends.&#8221; From one collective to another, hello!<\/p>\n<p>(via <a href=\"http:\/\/motionographer.com\/2008\/06\/06\/the-girl-effect\/\">Motionographer<\/a>)<\/p>\n","protected":false},"excerpt":{"rendered":"<p>https:\/\/fwdlabs.com\/blog\/wp-content\/uploads\/girl-effect_2.jpg<\/p>\n","protected":false},"author":43,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6,7],"tags":[],"class_list":["post-197","post","type-post","status-publish","format-standard","hentry","category-film","category-web"],"_links":{"self":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts\/197","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/users\/43"}],"replies":[{"embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/comments?post=197"}],"version-history":[{"count":2,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts\/197\/revisions"}],"predecessor-version":[{"id":7435,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/posts\/197\/revisions\/7435"}],"wp:attachment":[{"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/media?parent=197"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/categories?post=197"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/fwdlabs.com\/blog\/wp-json\/wp\/v2\/tags?post=197"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}