Unlocking the power of girls everywhere

Executive Summary

Across Africa and South Asia, Girl Effect reached over 150 million people through integrated multimedia ecosystems, AI-enabled digital health tools, peer-led engagement models, and deep partnerships with governments, donors, and global institutions. Our work drove measurable change across sexual and reproductive health, HPV vaccination demand generation, mental wellbeing, digital safety, and economic empowerment, with clear evidence of behaviour change and shifting social norms in multiple markets.

Key highlights include:

• Driving a 19% increase in contraceptive use among boys and 16% among girls in Kenya through the Tukisonga multimedia ecosystem.
• Supporting the vaccination of over 60,000 girls in Nigeria through community-embedded demand generation approaches.
• Reaching more than 20 million people in India through national radio campaigns addressing technology-facilitated gender-based violence.
• Scaling Girl Effect’s AI-enabled chatbots to a lifetime reach of 2.2 million users, with demonstrated increases in service uptake and sustained engagement.

Since 2024, Girl Effect has strengthened our influence as a global leader in ethical AI for social impact, earning recognition from institutions including the Yale School of Public Health, Fast Company, and major international convenings. Strategic investments in Generative AI, service concierge models, and the Champions peer-engagement approach are positioning the organization to deliver scalable, evidence-driven impact at unprecedented reach.

Looking ahead to FY26, Girl Effect will focus on delivering results at greater scale, strengthening data and learning systems, deepening strategic partnerships, and advancing innovative, youth-centered solutions that enable girls and young people to exercise agency, access essential services, and shape healthier, more equitable futures.

Our Priority Initiatives

Girl Effect’s top priority is to deliver the measurable impact within each of the countries in which we operate. Our compelling content, trusted programs, and connections to vital services drive measurable health, education, and livelihood outcomes.

Through our programming across Ethiopia, India, Kenya, Nigeria, South Africa, and Tanzania, Girl Effect reached over 150.9 million young people. The table below breaks down reach by country:

Key Achievements in Ethiopia

• UNICEF National Youth Forum: The HPV+ initiative gathered insights from out-of-school adolescents ages 9-14 regarding their perceptions and awareness of HPV, menstrual hygiene, nutrition, and education. The event brought together 248 participants, and was highlighted by UNICEF on theirLinkedIn page.

• Digital and Social Media Reach: Our digital and social media presence has significantly contributed to the visibility of both the Yegna Gize and Gavi programs. Our content has seen strong audience engagement and reach, with Yegna Gize reaching more than 2.1M people and Gavi-related content reaching more than 2.2M people. We have also carried out multiple on-the-ground youth engagement activities, reaching more than 2,700 people.

• Yegna Gize: Through a combination of on-the-ground, digital, and mass-media engagement, the program reached an estimated 3.2M young people as part of the initiative to empower Ethiopian youth to move from inspiration to action. The program seeks to transform societal attitudes toward youth employment and enable young people to pursue dignified work in key sectors such as agriculture, manufacturing, and the creative industries.

• Reaching Out-of-School Girls for HPV Vaccination: In partnership with the Gates Foundation and JSI (John Snow Inc.), we implemented a pilot program aimed at improving outreach and demand generation mechanisms for out-of-school girls (OOSGs), their parents, and caregivers. So far, the program has engaged 20 Health Extension Workers, vaccinated 1,400 girls, and identified 2,280 girls to receive vaccinations.

Learnings and Challenges

• Youth Forums: Our youth forums provided valuable lessons on how to effectively reach and gather insights from out of school adolescents. Creating an environment that makes them feel comfortable and respected is vital for encouraging open expression, which in turn allows us to better understand their challenges and the opportunities that matter most to them.
• HPV+ Targeted Outreach Works: Addressing real-world barriers through community insights helps design effective, holistic and context-specific solutions. Tailoring demand-generation messages leads to high vaccination uptake.
• Role models as economic catalysts: Connecting inspiration to opportunity ensures that mindset change translates into tangible impact.

Key Achievements in India

• CTRL+SHIFT+RESPECT: Girl Effect convened and moderated a panel at the Trust and Safety Festival in India, “Building Safer Digital Spaces for Girls.” Our social media campaign continues to show strong momentum, reaching 8.6M people and driving 343K engagements. The social media campaign helps raise awareness about TFGBV and promotes digital safety and rights. GE India also did a four-week radio awareness campaign, which reached more than 20M people across 4 cities. 
• Vaccine Rollout with Gavi: Girl Effect conducted risk communication trainings in Madhya Pradesh and Maharashtra, engaging 270+ state and district immunization officials to strengthen preparedness for the HPV vaccine rollout. GE designed and facilitated the workshops, leading scenario mapping and crisis response exercises to build capacity of the State Government’s Immunization Division in managing misinformation and communication risks.

• Youth Engagement in Delhi and Mumbai: Youth Champions supported User Acceptance Testing for Bol Behen’s TFGBV content and will undergo orientation sessions on SRH, gender norms, and research skills. A 400-sample baseline evaluation was done to assess community perceptions on digital safety, TFGBV, and SRH, while strengthening research and safeguarding capacities. 

Key Learnings

• Diverse Voices drive Engagement: The Chhaa Jaa × Radio Mirchi collaboration revealed that male voices drive stronger peer engagement on conversations about TFGBV, showing the potential of positioning men as allies in addressing online harm. Female testimonies, though widely viewed, highlighted the persistent barriers women face in audience reception and dialogue on digital safety.
• Developing TFGBV Content: There is a need to develop a shared vocabulary on TFGBV to help young people recognise, name, and validate their experiences. Content must also go beyond awareness-raising to actively support recognition, understanding, and safe action. Engaging parents is key to shifting attitudes from control to empathy, ensuring girls who seek help receive compassion rather than judgment. At a foundational level, continued work on addressing harmful gender norms is critical to tackling the root causes of online violence. 

Key Achievements in Kenya

• Maternal & Newborn Health Research: We have successfully conducted formative research to understand barriers and enablers within the community and health system, and sought to identify opportunities and communication points for intervention around maternal and newborn health.
• Soma Binti Project Design: We have finalized the design for our Soma Binti (“read, young girl”) project on child marriage. This work will focus on building agency and autonomy for girls, creating supportive ecosystems, and encouraging norm and system shifts amongst parents and communities.
• HPV Meeting Showcase: Global HPV stakeholders convened for a 2-day workshop in Nairobi to facilitate discussions on critical aspects such as country support, technical assistance, and supply. Girl Effect Kenya led a session around innovative approaches to engaging adolescents and young women through technology, drawing valuable lessons from their current work in Migori and Nairobi.

• Formative research: GE Kenya conducted research to understand the key drivers and stakeholder roles influencing child marriage. The results showed that young girls want to stay in school and pursue their dreams, but are overwhelmed by family and community expectations for early marriage. Many family discussions may appear neutral, but external pressures like poverty tip the scale, and make marriage seem like a practical solution. 
• Tukisonga: The Tukisonga Multimedia ecosystem for SBCC reached approximately 6.1 million young people in Kenya through a mix of digital, broadcast, and community-based channels. Tuki, a 12-episode TV drama series which was the core SBCC content format for the multimedia ecosystem, reached over 1 million viewers across TV, radio, YouTube, and community screenings. Exposure to our content was associated with normalising SRH discussions among partners, and with self reported contraceptive use increases. Tukisonga also became a finalist for the Anthem Awards under the Education, Art and Culture category for non-profits. Anthem awards honor the purpose and mission-driven work of people, companies and organizations worldwide by amplifying voices that spark global change.
• WAZZII Sharing and Updates: Kenya’s work on WAZZII was featured in MSD compilation here, and submitted two abstracts to be included in the ICFP. WAZZII reached more than 1 million young people, and we have built new tech chatbot & concierge features, including our partnership with Reproductive Health Services Kenya, to improve service uptake 

Key Learnings

• Evidence-Based Learning: Leveraging data and best practices enables us to generate actionable insights and design interventions that are both informed and impactful. It also helps validate our approach by benchmarking against proven strategies.
• Authentic Programming for Engagement: Emerging programs like those addressing child marriage continue to offer meaningful opportunities to improve girls' lives—especially when interventions begin as early as age 10. Fictional storytelling—through live action, animation, and social media—remains our most effective channel for connecting with and inspiring young people.
• Integrated and culturally resonant approaches enhance community engagement: It is evident that combining creative, locally grounded communication channels with strong storytelling and visibility platforms can effectively shift norms, mobilize support, and elevate Kenya’s leadership in advancing girls’ agency and wellbeing.
• Strengthening digital tools: There is a clear opportunity to deepen impact and reach through expanding entertainment-education (EE) work, leveraging local talent, and enhancing offline community delivery.

Key Achievements in Nigeria

• Leveraging Fashion for Health Education: In Kaduna State, we utilized the fashion ecosystem to advance sexual and reproductive health awareness and services. A total of 80 healthcare workers and mentors were trained as champions to collaborate with tailors on community outreach. This work reached 44,442 women, facilitated 35,222 referrals, and supported 32,672 women in adopting family planning methods. GE Nigeria also trained 225 female tailors through a 3-week digital upskilling and mentorship program in partnership with Planet Wealth Fashion Academy.
• Social Media Reach and Impact: Girl Effect achieved a total reach of 5.2M across Saabi social media platforms on META, amplifying sexual and reproductive health messaging and strengthening community engagement. The “Oya - Protect Her” platforms reached 2,359,049 individuals with vital information on HPV, cervical cancer, and the importance of HPV vaccination, contributing to increased public awareness and demand generation for prevention services.
• Community Engagement and Vaccination Outcomes: Through Champion-led community sessions, Girl Effect reached 10,000 girls and 20,000 parents and caregivers with information on HPV and cervical cancer prevention. These efforts directly contributed to increased demand generation, resulting in the referral and vaccination of 19,295 girls with the HPV vaccine. Other community outreach activities engaged 333,485 individuals and resulted in the vaccination of 28,334 girls.
• Generated Demand for HPV Vaccination: Through demand generation activities such as the Oya campaign, Champions live sessions and the Maternal, Newborn, and Child Health & Nutrition Week held in collaboration with the Kaduna State Primary Health Care Development Agency, we supported the vaccination of 15,058 adolescent girls who with targeted HPV messaging. These efforts reflect a strong linkage between community engagement and service uptake, contributing meaningfully to the broader goals of adolescent health and cervical cancer prevention.

Key Learnings

• High-Level Stakeholder Engagement Drives Community Trust: A key learning from the launch of the Oya campaign is that the involvement and endorsement of influential figures such as First Ladies, Deputy Governors, and other dignitaries significantly enhances public trust and acceptance of adolescent health initiatives. Their participation catalyzes community buy-in and uptake.
• Program Integration improves reach and cost-effectiveness: By integrating the Tipping Point approach with the GE Collaboration model, we strengthened program delivery, amplified impact, and optimized resources. This layered implementation not only built on the successes of previous efforts but also served as a cost-saving strategy, enhancing efficiency without duplicating efforts.
• Engaging men accelerates change: Male involvement strengthens joint decision-making, shifts restrictive norms, and boosts women’s confidence to adopt family planning and other SRH services.
• Storytelling and entertainment-education work: Community dramas and relatable media effectively address myths, spark dialogue, and improve knowledge and attitudes in communities with deep-rooted cultural and religious norms.
• Community ownership and leadership builds trust and sustainability: Locally led advocacy and engagement reshape perceptions, drive acceptance of services like HPV vaccination, and supports long-term behavior change.

Key Achievements in South Africa

• Integration of HIV and Gender-Based Violence Messages: Our social behavior change (SBC) strategy integrates simple, knowledge-driven messaging on HIV prevention and Gender-Based Violence (GBV). This focus addresses the strong association between HIV, GBV, and mental health. 
• The Coining Campaign: We launched the Coining Campaign, a mental health initiative that invited young people and community members to define what mental health means to them. This campaign showcased that when young people shape their own mental health language, engagement increases and stigma decreases. With 300 unique words submitted in just 48 hours, the campaign reflected a strong appetite for creative expression and interaction.
• Expanded Reach via Community Radio: GE South Africa launched a radio campaign with Madibeng FM to disseminate key messaging on sexual reproductive health, mental wellbeing, and economic empowerment. This initiative leverages the accessibility and local credibility of community radio to reach young people, particularly those in underserved areas.

• Strengthened Community TV Partnerships for Wider Distribution: We recently secured distribution agreements with Cape Town Television and Platinum North West Television to re-air DiCHiPi, our youth-centered drama series, on community television. These partnerships help deepen our presence in local communities, extend the lifespan of our flagship content, and increase access for young people who rely on free-to-air platforms for information and entertainment.

• Reaching Thousands Through Orbit Activation: Our large-scale activation in partnership with the Department of Health reached over 18,000 young people and offered a range of integrated services, including mental health support, SRH education, and service referrals. The event served as a critical touchpoint for awareness, direct support, and driving service uptake at scale.

Key Learnings

• Strengthening our Data Pipeline: We identified weaknesses in the data pipeline of our MSSA helpline, which impacted our ability to draw clear insights around uptake and service referral. Strengthening this pipeline will be prioritised in our next round of tech development to ensure better performance tracking and integration with our broader Evidence and Insights systems. 

• Development of Tailored Methodology: Our Data Quality Assurance visits revealed a gap in existing verification tools for assessing mobiliser performance. We developed a bespoke methodology to verify outreach, engagement, and service linkages. These check-ins help maintain implementation quality and drive impact across our community engagement efforts, and they have improved accountability and consistency in measuring and managing community mobilisation efforts.
• Strengthening Engagement through Community Partnerships: Partnerships with trusted local organizations strengthen youth engagement by bridging digital and offline interactions. Integrating career readiness and mental health discussions in community settings reinforces our approach to wellbeing, highlighting economic empowerment and mental resilience as key drivers of agency. 
• Integrating Messaging in Existing Tools: The success of Big Sis’s new Mental Wellbeing features demonstrates that embedded personalized, practical, and action-oriented content drives relevance and sustained engagement. Integrating HIV, GBV, and mental health themes within social and behavior change strategies strengthens message coherence and relevance for young audiences.

Key Achievements in Tanzania

• Reached Millions with HPV and Immunization Content: Our Mwanzo Mwema program reached 12.1 million people (6,032,686 girls ages 15-29) with HPV content via radio spots and TV commercials and 2 HPV related radio interviews.
• Raised Awareness on Responsive Caregiving: Through the Mzazi Hodari project, we have reached 1.02 million community members in Arusha with responsive caregiving and nutrition education through print and media channels. 

• Trained Community Leaders on ECD: A total of 5,663 community members have received key messages on responsive caregiving and nutrition from local influential people. Receiving these messages from trusted and respected figures within the community enhances their credibility and impact, increasing the likelihood of acceptance and adoption of the promoted practices.

• Increasing Financial Literacy: Our Mzazi hodari project trained 5 women groups (with about 10 to 15 women per each group) on financial literacy skills and provided seed funding to 2 groups.

• Distribution of HPV Awareness Magazines: As part of our efforts to promote awareness and prevention of HPV among adolescents, a total of 22,858 educational magazines were distributed to students during our in-school intervention activities, with 10,603 magazines provided to girls, ensuring that young women who are at higher risk of HPV-related complications received targeted information to help them make informed decisions about their health. 

• HPV campaign via Interactive Voice Response: A total of 3,590 people were reached using the Interactive Voice Response campaign, out of which 3,178 became listeners, reflecting an impressive overall conversion rate of 89%. The campaign achieved a cumulative reach of 15,158 key messages, and listeners spent a combined 24,188 minutes listening to the messages. 

• Training young parents on responsive caregiving and nutrition: A total of 1,436 young parent champions have been trained on responsive caregiving and child nutrition. These trained parents will equip other parents with skills to practice responsive caregiving and adopt positive nutrition habits.

Key Learnings

• Influencers Boost Engagement: Social media influencers have helped increase engagement with our social media posts. Collaborating with influencers and giving them ownership on how they craft our messaging to align with their style and content makes it engaging and allows us broader reach.
• Embedding activities in school sustains impact: Integration of HPV discussions into existing clubs and extracurricular activities proved effective in keeping momentum despite disruptions.

• Integrating Skills Initiatives: The inclusion of additional initiatives, such as economic empowerment programs, strengthens the sustainability of the initiative and the retention of group members.

• Leveraging Knowledge and Skills Cascades: Capitalizing on Champion parents from existing communities to voluntarily disseminate knowledge and skills to their peers has proven effective in retaining skills and knowledge at the grassroots level.
• Impact of Partnering with Local Organizations: Partnerships with local Implementing partnersaccelerates our achievements by bringing in additional expertise. 

• Annual_Report_2025.pdf (PDF)