The Girl Effect program reaches millions of girls in 20 countries across Africa and Asia, using multimedia approaches to give them the tools, knowledge and confidence to take control of their health, education and livelihoods. In a conversation with Authority Magazine, Jessica Posner Odede, CEO of Girl Effect, emphasized that the program works by meeting young girls where they already are: online. Using media and technology to deliver content they want and trust, Posner Odede said, “We create safe spaces for girls — sharing facts, and answering questions about health, nutrition, education, relationships and so much more.”
Providing Space for Girls
The Girl Effect Program provides spaces where girls can ask questions and obtain accurate information–without shame or possibly dangerous scrutiny from those around them. One of the program’s most innovative tools is its AI-powered chatbot, Big Sis, in South Africa. Big Sis acts as a virtual big sister, responding instantly and privately to questions about sex, relationships and health. Posner Odede said, “By using chat technology, we’ve created this ‘virtual big sister’ that can respond to every girl instantly and privately.” Since its launch, more than 75,000 girls have started chats with Big Sis and sent over 1.3 million messages. Data shows that after advice from Big Sis, 76% of girls intend to access a health service before starting a new relationship, a figure that is 12% higher than among girls who have not used it.
Following the success of Big Sis, the Girl Effect program expanded to India with Bol Behen (a phrase that means “Speak! Sister” in Hindi), a chatbot that communicates in Hinglish. Posner Odede explained, “Girls sometimes feel more comfortable talking to a robot, because they are not afraid of being judged. In other words, they feel empowered to ask questions around topics that might be considered explicit elsewhere.” Within two years, Bol Behen facilitated 98,000 conversations and 1.6 million messages, increasing users’ knowledge of sexual health by an average of 15% compared to non-users.
TEGAs
The Girl Effect program also relies on networks of Tech-Enabled Girl Ambassadors (TEGAs) aged 18–24, who collect real-time insights from their communities using mobile tools. During the pandemic, when face-to-face research became impossible, 29 TEGAs in six countries participated in Hear Her Voice, a program wherein they documented their realities and recommendations for Girl Effect through digital diaries.
Posner Odede expanded, “The pandemic made face-to-face research impossible, so we ran a project called Hear Her Voice where TEGAs shared digital diaries with us — turning the camera on themselves to document their reality, resilience and recommendations for the support they needed.” This approach allowed the program to respond quickly to emerging challenges and ensured that the girls themselves shaped ongoing programming.
One TEGA, Rahma from Tanzania, exemplifies the impact of the program. Through the program, Rahma launched a liquid soap business, learned skills online and created income for her household. Posner Odede shared, “Rahma is using technology to start her own business and take control of her livelihood. She thinks the community should see a girl as a person with power, because that is the way she sees herself.” Through the program, Rahma launched a liquid soap business, learned skills online and created income for her household–all with the power of the internet.
Adapting Programs to Local Contexts
Media and entertainment form another core component of the Girl Effect program. TV dramas, radio shows, magazines and digital content deliver lessons on health, relationships and education. Posner Odede explained that the program adapts content to local contexts and challenges harmful societal myths. One such ‘myth’ was misinformation about vaccines, including the HPV vaccines.
“We have been using knowledge and insight gained from our work with Gavi, the Vaccine Alliance, in Ethiopia, Rwanda, Malawi and Tanzania — where we used our TV dramas, radio shows, magazines and digital content to improve girls’ knowledge about the HPV vaccine and cervical cancer, including challenging myths about it — as the foundation of our approach to tackle misinformation around vaccine hesitancy when it comes to COVID-19.”
Partnerships like the one with Gavi strengthen the program’s impact. Posner Odede emphasized the importance of working with organizations that share their goals: “We are really lucky to have partnered with a host of such organizations, such as Vodafone Foundation.” Such collaborations allow the program to expand its digital infrastructure and further ensure safe, secure and scalable spaces for girls.
Learning New Skills
In providing these online safe spaces, the Girl Effect program seeks to enable girls to enact change in their real communities. Posner Odede described how the initiative arms girls with skills to negotiate and challenge societal norms: “Do not underestimate the power of girls to change both their own lives, and the lives of those around them. At Girl Effect, we arm girls with the skills to negotiate and redefine what they are told is possible ‘for a girl’.”
Posner Odede articulated the program’s ultimate goal: “It would have to be realizing gender equality in every aspect of girls and women’s lives. This is Girl Effect’s key aim and we are proud to be working towards it.” Through its integrated approach of media, technology, research and community engagement, the Girl Effect Program works hard to address the complex challenges facing girls in poverty, from gender inequality and health misinformation to limited access to education and economic opportunity.
The Future
As the Girl Effect Program and the network of TEGAs expand across Africa and Asia, it provides a scalable and reproducible model for empowering girls while strengthening communities. Posner Odede concluded, “We know that when a girl unlocks her power to make different choices that change her life, it inspires others to do so too. She starts a ripple effect that impacts her family, her community, her country.” The Girl Effect program demonstrates that supporting girls is not only a matter of creating equity, but a strategic investment in the well-being of our global society.
– Kelsey Eisen
Kelsey is based in San Francisco, CA, USA and focuses on Technology and Solutions for The Borgen Project.
Photo: Flickr