THE CASE FOR GIRLS

OUTLINE PART 1. Introduction PART 2. Worldwide issue PART 3. Cultural preference & Demand PART 4. The effort PART 5. Conclusion & Questions

INTRODUCTION Boys or girls?

SEX RATIO OF BABY

WORLDWIDE ISSUE Why parents prefer boys? Lingering preference & Global inclination What cause the imbalance seriously? Ultrasound equipment

IMPROVEMENT … ?

CULTURAL PREFERENCE In India and China Pragmatic and economical One-Child Policy

4-2-1:four grandparents, two parents and just one child Spend 500 rupees now or 500,000 rupees later

W HAT WE WANT VERSUS WHAT WE NEED The desire and the data don’t match up. The more women, the better. Baby girls are a strong investment. Development dollars invested in projects that target women show a 90 percent return. Grameen Bank makes 97 percent of its loans to women.

G OVERNMENTS MAKE AN EFFORT Why governments want to solve problem of sex imbalance?

T HE EFFORTS MADE FROM G OVERNMENT Pension program Medicare Scholarship Indira Gandhi Scholarship Scheme for Single Girl Child Not effective

Idea problem Pro-girl advertising A ROLE FOR ADVERTISING?

FAST COMPANY’S CHALLENGE Introduction of Fast Company

THE BIRTH OF AN IDEA: ADS TO REBRAND GIRLS You Are

CONCLUSION The fundamental problem is the self-perpetuating and devastating belief that cause the imbalance of baby gender ratio. Girls are reaching more opportunities.

Q UESTIONS 1. What are some reasons why boys are preferred over girls? 2. In your region of the world, are baby girls considered a good investment? 3. Will “pro-girl advertising” help solve the gender imbalance problem? Why or why not?

4. What else stereotype you know about boys and girls? Do you think they are correct? 5. After you see our presentation, you want to give birth to a boy or girl? Why?

THANK YOU FOR YOUR ATTENTION THE END