• Emma Durgan
  • Simon Bird
  • Hass Mosa
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.
My involvement included: 
  • Collaborating with Punchdrunk and the wider team at Sunshine to conceive and produce an immersive theatre production ‘Walk with Me’, during which I came up with the central idea to pair girls at the event with the story of a girl in poverty.
  • Curating and writing a photography exhibition about child marriage with renowned photojournalist Stephanie Sinclair.
  • Working with an editor to compile an audio phone booth experience where girls in poverty tell their personal stories of FGM - a sensitive subject requiring sensitive handling.
  • Copywriting in-situ messaging displayed throughout the day on walls, banners, big screens and lanyards.
  • Writing cue cards for compères Miquita Oliver and Miss London communicating the Girl Effect message during breaks between the day’s performances.