Matt Freeman talks at Dasra Philanthropy Week

Girl Effect’s senior director of Investment discusses the role of girl-powered culture brands in driving a shift in attitudes, beliefs and behaviours with girls.

Speaking as part of the 10to19 Dasra Adolescent Collaborative, Matt said: “There is this amazing moment that we have, here in India particularly, to create change.”

Matt spoke about Girl Effect’s work in Rwanda with Ni Nyampinga, a multimedia editorial platform made for and by girls, which spans magazine, radio and mobile.

Ni Nyampinga showcases female role models and challenges perceptions by offering skills and advice about education, sexual health and violence that girls cannot get elsewhere.

“What we are trying to do is create something bigger,” he said, “something that stands for something in people’s minds. It’s a new idea.”

Joining Sohini Bhattacharya (VP, Breakthrough) and Radharani Mitra (national creative director, BBC Media Action) on the panel, Matt explained to Madhuri Mohindar from Dasra how Girl Effect’s brands leverage the full scope of emotion to unlock creative expression in their audiences, so that they too can be a part of the story.

“We’re not just talking about a media property here,” he added, “we are trying to build trust in a concept that sells impact.”

Watch the full interview below.