Onome Amuge
Corporate Nigeria and development partners are stepping up efforts to advance gender inclusion through The Women International’s (TWI) Pink Up for Girls 2025 campaign, a nationwide movement that seeks to challenge stereotypes and expand opportunities for young girls across Nigeria and beyond.
Now in its fifth year, the campaign has grown from a symbolic show of solidarity into a coordinated social impact initiative backed by major public and private sector partners, including Providus Bank, Union Bank, Save the Children, Unicaf, Digital Women Africa, FDGS Energy Group, and The Office of the First Lady of Imo State.
Set to hold on October 11 in commemoration of the International Day of the Girl Child, the 2025 edition , themed “Breaking Stereotypes: One Girl at a Time”, will combine advocacy, mentorship, and grassroots empowerment programmes across major Nigerian cities and international chapters in the UK, US, Canada, and the UAE.
At its core, Pink Up for Girls tackles deeply rooted social and economic issues limiting girls’ advancement , from menstrual poverty and digital exclusion to restricted access to education, leadership, and financial independence. With the Federal Ministry of Women Affairs endorsing this year’s edition under Minister Imaan Sulaiman-Ibrahim, the movement is gaining stronger institutional traction as part of the government’s broader agenda to empower girls and women.
“Our girls are the leaders of tomorrow, but they need us to stand with them today,” said Chinny Okoye, founder of The Women International and Convener of the Pink Up for Girls campaign. “Without the resources, opportunities, and support they deserve, their tomorrow is at risk. This campaign is our call to action to give every girl the chance to become all she was created to be,” Okoye added.
TWI plans to reach over 3,000 girls directly through on-ground activities, including school outreaches, mentorship programmes, and the distribution of dignity kits and care packages ,while extending its impact to thousands more via digital campaigns. Participants and supporters are encouraged to wear pink on October 11 and share messages of solidarity using the hashtag #PinkUpForGirls.
The campaign’s growing partnership network indicates a wider shift among corporate organisations toward purpose-driven branding and corporate social investment (CSI) aligned with Sustainable Development Goal 5 (gender equality). For companies like Providus Bank and Union Bank, both long-time supporters of women-led initiatives, the partnership reflects a commitment to social equity as an economic imperative.
“Every pink shirt, every shared story, and every girl empowered represents progress toward a more inclusive world. When we invest in girls, we’re investing in the future — and that’s the power this campaign carries,” said Chinwe Egwim, member of TWI’s Board of Trustees and a leading gender finance advocate.
Beyond symbolic activism, Pink Up for Girls has become a vehicle for policy advocacy and data-driven storytelling, bridging the gap between grassroots realities and institutional support. Bukola Maiye, CEO of The Women International, said the organisation remains committed to empowering women and girls to see themselves as unstoppable.
