To grab global attention for the second time following the success of #WhatIReallyReallyWant we needed to be bolder and more reflective of the current mood.

To be more controversial and impactful we concentrated on young girls. The anger and defiance in the film seemed more dramatic through the characterisation of the young girls, conveying the need for action.

Cutty, energetic and musical, we jump across the globe and our filming locations via ingenious transitions – from Zanzibar to Washington D.C., with the same energy and freneticism we are presented with from the girls and choreography.

We wanted to create a feeling of anarchy, almost chaos, and resilience. The chaos of the choreography is then starkly contrasted with the moments when the shocking stats and facts appear on the screen. Here the girls are stationary, staring directly at the camera looking vulnerable, making the stats even more harrowing.

The film was initially shown at The Gates Foundation’s Goalkeepers conference in NYC during UN General Assembly week, in front of an audience that included: President Obama, Prime Minister Trudeau, Bill and Melinda Gates.

The film went live on International Day of the Girl in Paris at the Girl Summit – in front of global leaders calling for increased action to invest in girls’ leadership.

In NYC, it was streamed at Glamour US’s event to 300 school girls and high-profile guests.

We utilised relationships with Google to take over the homepage in key countries around the Globe.

We leveraged the support Beyoncé gave to the film in lending her song, to post to her 192.9M followers.

We ensured other VIP ambassadors shared the film.

We galvanised key NGO partners i.e. UNICEF and ONE to share the film, and direct people to the campaign mini site to take action

Over one-month FREEDOM:

· 42 million views across social platforms

· Google homepage takeover in 150 countries including the US, Brazil, Russia and India

· Google shared the film to 19M followers on Twitter.

· Top influencer posts: Melinda Gates, Beyoncé, David Beckham, Eva Longoria, Cara Delevingne, Arianna Huffington, Sadiq Khan

· NGO’s/UN agencies who shared the film included: UNICEF, UN, Comic Relief, Girl Effect

· Media coverage in global top tier print and online media.

· Broadcast coverage on CNN and BBC

There was substantial impact to FREEDOM’s partners:

· Girls Not Brides: Website traffic was boosted by 280% with direct financial donations.

· Global Citizen: 4,415 people took Education Cannot Wait action. GlobalGoals.org directed viewers to GPE petition, driving over 2,000 people to the site and 846 to sign the petition.

· Chime for Change: GlobalGoals.org referred 1,120 people to Girls Takeover page. Traffic from Globalgoals.org was 62.81%.