The campaign launches today with an exclusive new Independent TV series, ‘The Ripple Effect’, hosted by AJ Odudu, as well as a wealth of inspiring, informative, expert-led articles aimed at helping young women find solutions to the challenges they face today
The campaign is based on the idea that when we share experiences, challenges and learnings, we can create a ‘ripple effect’ of positive change. It will feature content across The Independent’s platforms, including:
- An Independent TV series, ‘The Ripple Effect’, hosted by AJ Odudu, supported by profile features and in-depth reports
- The ‘Power-Up’ series, a series of short films where experts offer quickfire tips
- ‘The Ripple Effect Live’ panel event, hosted by AJ Odudu, bringing young women together to connect, share and support each other
‘The Ripple Effect’ TV series will include three episodes, presented by AJ Odudu and featuring former England cricketer and commentator Ebony Rainford-Brent MBE; finance coach and founder of This Girl Talks Money Ellie Austin-Williams; and scientist and STEM campaigner Dr Anne-Marie Imafidon MBE.
Each episode focuses on a core theme: imposter syndrome, financial security and smashing stereotypes. These emotive and insightful stories aim to encourage conversation around the challenges women face today and how to overcome them.
In addition to this, the ‘Power Up’ series will consist of three shorter films, focused on providing simple, effective solutions to challenges including workplace bias, gender discrimination, and financial pressures. Both new series will feature on Independent TV.
On 18 July, The Independent and Galaxy, in partnership with Young Women’s Trust, hosted ‘The Ripple Effect Live’ event to support the campaign and explore its core themes with an audience of young people. AJ Odudu hosted a panel discussion delving into topics including imposter syndrome, financial security, and workplace bias.
Young Women’s Trust CEO, Claire Reindorp, Ebony Rainford-Brent and Ellie Austin-Williams joined the panel alongside young women who discussed their own experiences and hopes for change. The evening provided an opportunity for the audience to learn from the panel’s personal stories and practical advice and be part of a solution-finding experience for young women.
The deal was brokered by The Independent’s commercial content division, Independent Ignite and EssenceMediacom with the TV elements being co-produced with Sassy Create.
Emma Elford, commercial content director, Independent Ignite, said: “The Ripple Effect campaign typifies everything for which The Independent stands for, and demonstrates our commitment to making change happen.
“We are excited to be partnering with Galaxy and Young Women’s Trust to offer advice, connection and inspiration for young women all over the UK. ”
Ebony Rainford-Brent MBE, former England cricketer and sports commentator said: “I’ve loved being part of The Ripple Effect campaign and hope sharing my experiences, challenges and learnings will help young women tackle some of the pressures they are facing today.
“As I know from my journey with imposter syndrome, opening up is the first step to being able to confront, get support and start to manage these kind of life pressures and I hope my ‘ripple effect’ will help other young women to reach out, share and connect around these issues and get the help they need.”
Ellie Austin-Williams, finance coach, author and podcaster said: “The Ripple Effect has been a dream partnership – supporting young women to feel empowered financially is a big part of the reason I set up my business, This Girl Talks Money.
“It’s been great being able to share my learnings, advice and tips to explore the challenges young women face and help them feel more confident with money.”
Victoria Gell, Galaxy brand director said: “Our ambition for Galaxy is to empower young women to thrive. From the work we do supporting women in our cocoa growing regions with education, finance support and entrepreneurship, to campaigns such as this, we want to help make a difference.”