Let's tell our little girls they are more than pretty.

The erosion of women's self esteem starts early in life.
8 in 10 praises for girls are only based on their looks.
Opposite from boys that are praised on many qualities, girls learn this way that their looks is the most important thing in life, which irrevocably jeopardises their future potential, opportunities and self esteem.

That’s why we created the Rethink the Praise project.
Focused on enabling parents, guardians and tutors to broaden their vocabulary of praise beyond just pretty. Including other qualities, like being strong, brave and creative, we aimed to prevent future barriers to women’s self-confidence to even take place. An open up a world of equal opportunities to both boys and girls.

We launched the campaign with close to zero media budget, designing an ecosystem that relied a lot on earned media, PR, digital amplification, influencers and partners.

Below you can watch the case, the video pledge, the documentary and some activations.