NIKE FOUNDATION/SPRINGSTER AFRICA

CASE STUDY SUMMARY:

Context :

In a number of African countries where we operate - South Africa, Ghana, Kenya, Mozambique and DRC - our research showed that adolescent girls often refrain from speaking out in their lives whether at home, at school or within their relationships. Restrictive social norms expect girls to remain quiet and obedient, and simply do what their mothers do and have done, or what their husbands think is right for them. Girls don’t feel they can challenge this status quo and therefore remain invisible.

Opportunity:

As we dug deeper into this issue, we discovered that though girls know their ability to make choices for themselves are limited, they also face a range of relatively mundane and attainable decisions every day – choosing to raise their hand in class; s choosing to discuss their aspirations with their parents, even in some cases choosing to decide when to become sexually active etc.

Strategy:

Empowering girls to UNmute: a call to make their voices heard on the choices within their reach.

Creative work:

A six-week content campaign — translated into English, French, Portuguese and Swahili — and rolled out on social media in South Africa, Ghana, Kenya, Mozambique and the DRC.

Results:

• We reached 550k South African girls aged 13-19 (nearly 25% of the adolescent population in South Africa), with a cost per reach of £1.98, which was 40% lower than our previous campaign average.

• Springster engaged 105k girls at a cost per engagement of £0.01. ER of 20% is 15% higher than our average campaign ER.

• Average video views: 260k, with a VT rate of 30%, on par with the industry benchmark.  

• Overall, Springster increased its digital footprint in South Africa by 60 times in 2019.  

Note:

I was Brand Director for Springster at Girl Effect.