Saving women's lives in the developing world can start very early, with the education of young girls. That's the message of the "The Girl Effect," an initiative of the Nike Foundation, which has been working to lift girls out of poverty since 2004.
"The Girl Effect," a collaboration with the NoVo Foundation, focuses attention on the importance of reaching pre-adolescent girls before they are carried off into marriage, pregnancy and, often, another revolution of the cycle of poverty.
“If there’s a time to act in the fight against poverty, it’s when a girl stands at the crossroads of adolescence – yet today less than half a cent of every dollar spent on international assistance programs is invested directly in girls. We believe the girl effect deserves more attention,” Maria Eitel, president of the Nike Foundation, has said.
"The Girl Effect" first made a splash with the following video.