Girl effect is a campaign to end poverty and help developing world through the unique potential of girls. In fact the girl effect is not only one big campaign but hundreds of thousands campaigns spread by people like us. I think that this video is a good example of the general campaign and message.
Lately, we have seen a lot of video clips based on kinetic typography but this one has an interesting use of colours to support the message. They succeeded to reinforce it by using orange colour when they explain the girl effect principles, bringing life and light in the presentation. This colour is opposed to the black and white combination used to implement the context and increase the dramatic effect. I find this use of colours very pedagogical. It brings a dynamic – increased by the music – and strengthens the message.
The advantage of this type of communication is that they can reach a large scale of people and age through a logical demonstration. And for me, the aim is to convince people through this argumentation and not particularly to create an emotion. So this use of kinetic typography is really well adapted to their cause and well realized.
You can also watch more videos and have some information about the girl effect on their website: girleffect.org.