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Girl Effect uses social content to empower adolescent girls in India


By Taruka Srivastav, Reporter

October 11, 2019 | 4 min read

Girl Effect, the organisation born of Nike Foundation, has unveiled its first youth programme in India called Chhaa Jaa ( Go Forth and Shine) to mark the International Day of the Girl Child.

Girl Effect aims to digitally connect young girls to information through Chhaa Jaa

Girl Effect aims to digitally connect young girls to information through Chhaa Jaa

The programme via digital media content aims to empower adolescent girls in India and also equip girls with the right skills and confidence.

The foundation has launched three digital media properties across social media platforms which aims to leverage to create content that reflects the choices girls face as adolescents using entertaining, informative and authentic storylines.

Arre Sunn Na (Please listen) uses sketch comedy to tell the story of two friends - Sweety and Tannu - to deliver messages on the need for girls to stand by their decisions, think of themselves as being more than their relationships, and show how to navigate difficult everyday situations.

Khullam Khulla (Open talks) and Tumhari Meri Baatein (Stories about you and me) follow the story of an everyday girl, Rani who busts common myths teens have and hopes to take on the shame and stigma around sexual and reproductive health (SRH) knowledge.

Chhaa Jaa is currently funded by the Children’s Investment Fund Foundation (CIFF) and the Vodafone Foundation.

Girl Effect chief executive officer, Jessica Posner Odede, said: “Technology puts power in the hands of girls. Through Chhaa Jaa we see an incredible opportunity to use the power of mobile to engage girls with content they trust and empower them to make informed, positive decisions about their lives. Our ambition is to connect girls to services around them and create lasting change.”

Hisham Mundol, executive director, India and Child Protection at CIFF, said: “We are proud and excited to partner with Girl Effect. Their model – which is a combination of fit-for-purpose digital channels, brand and community building as well as giving voice and knowledge to young girls – holds enormous promise in India. This will serve hundreds of thousands of young lives.”

P Balaji, chief regulatory and corporate affairs officer, Vodafone Idea Limited and director in the Vodafone Foundation India, said: “At Vodafone Foundation, we harness the power and potential of mobile technology to drive impactful social change. With women and girls being the primary drivers of the desired change, their empowerment is crucial.

"We are delighted to introduce Vodafone Foundation's global partnership with Girl Effect in India with Chhaa Jaa, combining our expertise to deliver real change for young girls and women in India. I am confident that many young girls and women in India will benefit from Chhaa Jaa and will make more informed decisions about their well-being.”

The Drum previously spoke with Girl Effect’s brand director for Ethiopia, Bemnet Yemesgen on how it plans to expand its Ethiopian girl band Yegna into a truly national multi-product youth brand.


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