When a girl has self-belief and is supported by her family and community; when she's empowered with skills, ideas and knowledge; when she has access to services, role models and other girls: when she is visible and vocal - she can demand to stay in school, to get healthcare, and to get married and have children when she chooses.
They work with girls and those around them to create active champions of a world in which she reaches her full potential and the cycle of poverty is disrupted.
They're a creative social business. They exist to create a new normal with and for girls.
A normal where girls can go to school, choose when they want to get married and have children, and get access to health services when they demand them. A normal where girls are not being held back by themselves, their families or their communities.
Their unique approach to social norm change uses the latest ideas in media, technology and girl-centred community engagement to challenge discriminatory gender norms and start conversations about how girls are viewed in society.
By connecting with girls in their communities and building confidence in their own potential, they’re changing the way millions of people think, feel and act towards girls.