Girls Inc. Launches Advertising Campaign

Girls Inc., a nonprofit that works to imbue girls with confidence through various forms of programming, is launching a new public-service advertising campaign focusing on issues including pregnancy, poverty, and dropout rates, The New York Times reports.

Chief Executive Judy Vredenburgh says the series of videos is designed to strike a chord with donors while also raising awareness about the challenges that girls, particularly those from disadvantaged backgrounds, face. The goal is to increase donations by at least 10 percent.

The new videos include 30- and 60-second versions for broadcast, and two-and-a-half and six-minute versions to be distributed online. In one video titled “With you in my corner, I win,” a teenage girl wearing a waitress’s uniform is shown taking out the garbage. “I’m at risk of thinking there’s no point trying,’” she says. Another girl looks at her reflection in a bus-stop advertisement showing a lingerie-clad model and says “I am at risk of looking in the mirror and hating what I see.”