Part of their argument, or rather theory, is based on the idea that girls reinvest 90% of their income back into their families where guys reinvest 30-40% similarly. I read that somewhere on their site, so it seems that is at least partly why they are focusing on girls. Before reading that I also thought it was odd or unfair in a way for them to be focusing on one gender, but by doing so they might achieve better results.
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