The move to action

This Is How Girls Get Equal, from Plan International, is the epitome of effective communications in the digital age. The fact that it's a charity film is irrelevant. It’s assertive without shouting; it’s visual but it doesn’t forget to have a great soundtrack, it’s concise and to the point and it’s absolutely made for sharing. Like many good charity films, it has a twist, but its twist is subtle. Because you never quite know what “the ask” is going to be and when it comes, it’s not really an ask but a statement, an assertion, practically a manifesto.

The film understands its medium, digital, and of course YouTube in particular, and it understands its audience. And its audience doesn’t believe in victimhood and doesn’t want to be portrayed as victims. This Is How Girls Get Equal has more in common with a music video than the charity film of old. It embodies ideas that modern charity films now seek to capture; inspiration, agency and action.

We’re long gone from tin-rattling and evocations of pity, we are now in a world of engagement, determination and change through the winning hearts and minds. Like this film the 400 others in this year's Charity Film Awards dare to defy your expectations of them.

But don't take my word for it. Watch the film for yourself.

https://charityfilmawards.com/videos/this-is-how-girls-get-equal