When a butterfly comes out of its cocoon, it uses the most fragile part of its body—its wings— to break free. In the Otomi dialect, which is spoken in the central region of Mexico, this magical moment is called Tümü. So when Paoloa Escalante and her co-founder decided to create an organization to help support young women, they decided that Tümü was a fitting name for it. “The idea was to create content that promotes determination, self-esteem and assertiveness during a moment in girls’ lives that's constantly changing,” Paola Escalante, Head of Google Mexico’s creative consulting branch, called the Zoo , says. The pre-teen and teen years are challenging, and in recent years, social media has made this time even more complicated. “Adolescence has always been the same, what has changed is technology,” says Paola. “With so much access to information, decision making can be overwhelming and social media is setting new standards not just regarding beauty, but also lifestyle an...