There are over 50 million girls living in poverty in developing countries where undesirable cultural traditions are forced upon them. At 12, they are thrust into adulthood where they face the realities of society. Marriage by 14, childbirth by 15, disease, gender inequality – the list goes on. But there's a solution. With proper education and medical care a girl can find a way out. By staying healthy she can stay in school. With education she can have a career. With a career she can have influence in her community. With influence she can start a new cycle of healthy, happy families, one generation after the next. This is the idea behind The Girl Effect, a non-profit organization focused on giving young girls a voice and a chance to thrive. Every night is a girl’s 12th birthday, a girl who has envisioned a better life, and every day that passes is another missed opportunity for her to change her life and the world. After the success of the Girl Effect launch video, “The Clock is Ticking” sought to communicate the immediacy of this matter and shift the message from “why girls?” to "why girls at 12?"