THE BRIEF

 

Girl Effect was created in 2008 by the Nike Foundation, in collaboration with the NoVo Foundation, and United Nations Foundation among others. It launched at the World Economic Forum in Davos with a film that challenged people to think differently about the role girls play in development. They launched a unique digital brand called 'Chaa Jaa' in India creating sexual health and career-related content for young girls in small-town India. LOCAL was brought on to create a motion-enabled brand language that would span across all its universe.

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A year after the brand was launched, LOCAL was commissioned to design their website. This was to be a key touchpoint for the brand where the 'Chhaa Jaa' girl could come for all her sexual health related queries and content. It was to be a jump off point for her for the 'full Chhaa Jaa experience'. She could access sexual health related blogs, shows, apps, gynaecs and shops - all through one friendly app.

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THE SOLUTION

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We found that the target audience was 97% mobile phone driven and did not own their own devices. Their cellphones were generally shared with someone in the family, usually an adult. 

 

So we we designed a mobile first website that was both friendly and discrete enough so that sexual health content and information could be accessed without taboo.