For A Girl is a youth-focused campaign designed to prevent violence against women and girls (VAWG) by addressing one of its root causes: gender microaggressions. 

Developed in a hypothetical collaboration with the charity End Violence Against Women (EVAW), the project targets 10-17-year-olds – an age group with concerning increases in VAWG cases and exposure to harmful behaviours and attitudes. The campaign uses short-form video and static social media content to reflect everyday interactions and user-familiar language to encourage connection and reflection. Interactive formats mimic relatable situations to help young people recognise and challenge normalised behaviours that often go both unnoticed, and unchallenged. Behavioural design was utilised to help with nudging the necessary societal attitude changes, the campaign offers tools to name, question and reject gender microaggressions, prioritising a non-confrontational approach to encourage change while not directly reprimanding the target audience. 

This project builds on the manifesto “Where Does VAWG Begin?” that explored how gender-based violence is rooted in societal attitudes and early behaviours. By meeting people where they are, For A Girl promotes awareness, accountability and empowerment, aiming to create lasting change.