In 2012, Freida joined Plan International's "Because I am a Girl" campaign as Global Ambassador, promoting gender equality to lift millions of girls out of poverty. In 2013, she appeared in a video clip for Gucci's "Chime for Change" campaign to raise funds and awareness of women's issues in terms of education, health, and justice. In April 2013, she collaborated with UN Secretary General Ban Ki-moon and World Bank President Jim Yong Kim for the Call to Action - Girl Rising campaign. In July 2014, she spoke at the Girl Summit in London, where she called for more progress toward the end of female genital mutilation and child marriage. by Alisha Alam