Situation: Gender discrimination is a reality in the region, a cultural change is needed to change the way we define girls.

The Dictionary of the Spanish Language, the only book that defines the words in the Spanish language, does not have a definition for the word girl, it is tied to the masculine gender.

Brief: Pony Malta wanted to join 2021's International Day of the Girl Child established by the UN, which takes place every year on October 11th. The brand needed to take advantage of its social platform to motivate and inspire girls to be their best version.

Objectives:

1. Exceed Pony Malta's of 2020's International Day of the Girl Child (14 million

persons).

2. Outperform brand impressions on previous actions (4.8 million).

3. Exceed the number of participants in digital activities of the brand

of similar magnitude (4,800 people).

The Royal Academy of the Spanish Language (RAE), the official body in charge of defining the more than 70,000 words in Spanish, does not have a definition for the word girl, but it is tied to the masculine gender.

Boy (noun)

1.[countable] A child

2.[countable]A person in his childhood

3.[countable] A young human who is not yet an adult

4.[countable] Someone with little experience

5.[countable] Someone with a few years old.

6.[countable] A person with little experience.

Girl (noun)

1. (noun) Child.

On 2021's International Day of the Girl Child, Pony Malta, the brand that empowers girls, created a movement that invited them to define themselves on their favorite social networks, and then put these definitions together in an illustrated dictionary, creating with the data of thousands of user-generated answers a single definition, that was endorsed by a professional of the Spanish language.

Data: 10 years of definitions that the girls gave through social networks, of what it means for them to be a "girl".

Gathering: We made girls define themselves through their favorite social networks with the #GirlsDefineGirl.

Data interpretation: From the gathered definitions, an algorithm selected the keywords and the most repeated to make a single definition that was endorsed by a linguist.

After selecting 140 definitions over the thousands we received for the word "girl" on social networks, we created an illustrated dictionary that put them all together.

Six designers and artists illustrated each one of the definitions.

We printed 100k copies.

The brand donated more than 50% to schools and libraries all over Colombia.

Then, an algorithm took the most repeated words and generated a dictionary-like phase, creating the perfect meaning of “Girl” out of thousands of definitions written by girls.

Girl: Said of a female child full of hope, joy, freedom, and innocence. Who is strong, and brave, but also a dreamer.

On the International Day of the Girl Child, we became a national trend on Twitter reaching more than 5M people on social media, with more than 1M interactions.

The #NiñasDefinenNiña reached more than 17M impressions.

The campaign achieved 89% of the positive sentiment.

We made so much noise that we got a response from the RAE:

"Your project will be sent for study to the Institute of Lexicography of the Royal Academy of the Spanish Language for its subsequent review in the Plenary Committees", and we are waiting for our definition to be included.