NIKE FOUNDATION

Started by the Nike Foundation in 2004, the London-based creative non-profit Girl Effect was founded on the premise that the most effective way to break the cycle of intergenerational poverty was to invest in adolescent girls. Girl Effect’s pioneering approach is to build large-scale media brands and use mobile technology to empower girls to make choices that change their lives.

As Brand Strategy Director, I led Girl Effect Mobile Brand named Springster which, through a partnership with FreeBasics by Facebook, Vodafone Foundation and Nutrition International, reached more than 13 million young people across 50+ low and middle-income countries in the global South.

Before taking on Springster, I headed the strategy and launch of a new media brand named Zathu in Malawi, in Africa. The goal was to tackle ingrained gender norms leading to increased rates of HIV & AIDS amongst adolescent girls.