View an animated vision of a better future for Ethiopian girls

Smart Economics is an animated story created by Man vs Magnet and Not To Scale, depicting five girls in Ethiopia, the pitfalls that face them everyday, the challenges they face and their potential to contribute to society.

The Girl Effect movement aims to highlight the unique potential of adolescent girls to end poverty for themselves, their families, their communities, their countries and the world.

The film illustrates what would happen if every Ethiopian girl had the chance to shape her own future and that of her country by reaching her full potential.

The film’s message ‘It’s not complicated, it’s just smart economics’ demonstrates that if every girl had the opportunity to complete her education, it would add $4 billion to the country’s economy.

The brief differs from Man Vs Magnet’s first film for Girl Effect back in 2008, by specifically focusing on Ethiopia, giving a more in depth and detailed story of five girls exclusively from that region.

The stories in the film are based on data and evidence analysed in the Girl Hub Ethiopia study, Girls and Income Growth in Ethiopia (2014).

Fine artist Matt Smithson is behind Man vs Magnet. “We wanted to start where the last film left off, but move in a new direction, using more vibrant colours and textures,” he explained. “The goal was to create a photo collage technique that showed a somewhat realistic view of Ethiopia.”

Smith crafted this collage using photographs from Ethiopia, cutting them up and adding line and colour. As each girls story unfolds in the film, we are presented with an alternative what if scenario, with the entire landscape turning lush and bright with colour.

The result is a film that is distinctive and memorable, infused with colours focused around the Girl Hub branding.

Created by the Nike Foundation in collaboration with the NoVo Foundation, United Nations Foundation and Coalition for Adolescent Girls, The Girl Effect is a movement with the goal of making girls visible and changing their social and economic dynamics by providing them with specific, powerful and relevant resources.


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