Chrysi led the International Day of the Girl campaign for Girl Effect (founded by Nike) that was unapologetic, raw and real. The campaign featured featuring Salma Hayek, Demi Moore, Charlize Theron and more.

We used the insight that girls are constantly told what to do, how to behave, what choices to make by everyone around them. And then flipped it on its head. 

Created with the team #TheGirlEffect challenge which encouraged women and girls to upload a picture of themselves accompanied by their story – what society had told them they were SUPPOSED TO do and what they CHOSE TO do instead. People tagged a friend - because when one girl unlocks her power to make different choices that change her life, it inspires others to do so too. She starts a ripple effect that impacts her family, her community, her country.

We seeded #TheGirlEffect campaign with our community in Africa and India - it was then picked up by A-list celebrities including Salma Hayek, Demi Moore, Jessica Biel, Maria Sharapova, Charlize Theron, Lena Dunham and Sophia Bush.

The campaign saw over 650,000 shares & likes, gained nearly 35 million in social reach and Girl Effect’s followers on Instagram grew by 47%. It was featured in British Vogue, Vanity Fair, i-D Magazine, BBC Sport, Daily Mail and more. Most importantly, girls around the world told their stories and encouraged others to do the same.