Ad of the Day: Beyoncé soundtracks #FreedomForGirls’ sequel to What I Really Really Want

Richard Curtis’ Project Everyone, the organisation supporting the United Nations’ Global Goals, is celebrating today’s (11 October) International Day of the Girl with a new film, which aims to raise awareness of the biggest challenges facing girls to the beats of Beyoncé’s Freedom.

#FreedomForGirls’ latest film follows on from last year’s What I Really Really Want, a remake of the Spice Girls’ banger Wannabe lip synced by women across the globe. This year the campaign has switched the focus to young girls in particular, and due to the uncertain political climate developing in 2017, the optimistic vibes of What I Really Really Want have been replaced by a call to action.

Viewers have been asked to share the film with an expression of what #FreedomForGirls means to them. They are also being asked to take action by championing Global Goals’ supporting organisations, which included Unicef, BeyGood4Burundi, the One campaign, Global Citizen, Girls Not Brides, the Malala Fund, Plan International, Chime for Change, Equality Now and Freedom United via a dedicated microsite.

The film will go live at across the world today to mark the International Day of the Girl. It will be featured on the Google Homepage in more than 45 countries and will be shown at dedicated premiere events in the likes of New York and Paris.

Directed by MJ Delaney, Freedom was filmed on location from Washington DC to Tanzania.

Delaney said: “Last year’s film, which focused on women, was joyful, playful and optimistic. The global political landscape has changed dramatically in the last year – a warm celebration of female solidarity is no longer enough. This year’s film is defiant and demands change, with much younger girls giving a voice to a whole generation of little girls for whom it’s imperative that the Global Goals are met by 2030.

“Last year we marked the twentieth anniversary of Girl Power. This year we’re celebrating a new and different generation of powerful girls, using the protest anthem of the moment, Beyoncé’s Freedom - because what we need now is action.”

The Global Goals, agreed to by world leaders in 2015, include a commitment to achieve gender equality and empower all women and girls by 2030.

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Katie Deighton

Katie Deighton is The Drum’s senior reporter - creative and video based in London. She produces, films, presents and edits the title’s editorial video output, including series such as On The Scene, Ad Breakers and Why I Left Advertising, and manages its coverage of the creative sector. She also reports on the intersection between politics and marketing, as well as the third sector and fashion.

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