Major corporations spend hundreds of millions of dollars a year to advertise their products and services. They believe, as do we, that if you want lots and lots of people to change their behavior, then you have to reach them with your message. Whether it’s selling a computer, or changing the way the world views girls, story-telling is powerful tool if you want to create lasting behavioral change.
We could have spent the same amount of money to build 100 schools in just one country, but a powerful film, distributed widely, can change the way governments allocate resources, the way philanthropists choose investments, the way mothers and fathers value their girls. In the long term, millions of people changing their attitudes and behavior we believe will create more long term impact than 100 new schools.