The Girl Effect, and a focus of development effort on the 'girl of the South', has become a dominant theme in international NGOs and development institutions. Driven by neoliberal feminism in the North, this narrative seeks to redefine the identity of women in the South, and legitimise neoliberal tropes of empowerment and entrepreneurship. PlanetWorka explores the rationale and implications through the example of an international NGO, Plan International.