The Girl Effect is an interesting thing - given my mentions of a feminine future. However, this program does not register as transformation design because it's heavy on a communication focus and the core behavior it incites is the giving of money. It would be transformation design if:
- It created new support structures for how the girls accessed or managed their money.
- It created teaching programs to educate the girls on important business acumen/skills.
- It created structures that invited people to not just give money but to give their time and skill sets to the girls. Specifically, to teach the girls business skills such as accounting, management/structure, etc.
Right now, it just feels like a standard (albeit important) charity program.
1 comments:
I agree with your opinion that the Girl effect got stuck on a commmunication level. However I don't agree that the only goal is "to give money". Take a closer look and you will se that the guys at W&K did a great job making the campaign shareable.
While watching the video you see the bookmarklet that pushes people to share the video in their own social network. There is also an embedable code for bloggers. On the download page you find easy acces to logo's/banners/pdf of reationale...On top of this they put ticker that shows the number of people who already supported the campaign by sharing this. A great way to create a positive peer-pressure.
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