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What kind of man pays a brothel keeper $150-200 cash... to buy the freedom of teenage girls sold into a life of sexual slavery?
A man like Nicholas Kristof: a crusading journalist with viewpoints that are sometimes controversial. He's a double Pulitzer-prize winner and ground-breaking New York Times columnist.
Along with his wife, journalist Sheryl WuDunn, he co-wrote a book, 'Half the Sky' that has become a rallying cry against the oppression of women and girls in the developing world.
Together, Nicholas and Sheryl have written books on Asia and China, where they reported on the massacre in Tiananmen Square... and won a joint Pulitzer.
That makes them the first married couple to hold that honour, and Sheryl the first Asian American.
But it's 'Half the Sky' that Nicholas and Sheryl hope to transform into a global movement.
There's the book, a four-part TV documentary (featuring Hollywood stars like Olivia Wilde and America Ferrara), and now a Facebook game - all designed to bring attention to what they call 'the defining issue of our time': turning oppression into opportunity for women and girls.