The Nike Foundation lobbies governments to support the potential of girls in developing countries, which results in breaking the cycle of global poverty - they call this The Girl Effect. Our challenge was to communicate The Girl Effect with a multi-venue street festival in east London. We told the real stories of girls living in poverty through a programme of music, spoken-word, immersive theatre and art, collaborating with an array of creative talent including Jessie J, George The Poet, Punchdrunk, Kate Moross and SB.TV.