Every day, Indian girls are being sold into marriage and sex slavery. The Girl Store is an initiative to break the cycle of exploitation. Under the form of an e-commerce website, girl’s lives can be “bought” back by purchasing items essential to get an education.
I worked with Strawberryfrog to conceptualize and design the look of this controversial campaign, assembling all visual parts necessary for the experience.
The E-commerce setup created an emotional response: just 12 hours after it launched, the site sold out of every item, raising enough funds to send hundreds of girls to school. It received about 3 million hits in the first weeks, as well as global media coverage.
The project has also been recognized by industry leads, awarding in Canne, at the OneShow and by the FWA.