Plan International have been working tirelessly for years, creating a huge network of programmes to educate and empower girls around the world. But they have struggled with low brand awareness. Now, at this critical time for girls rights and the challenging of gender norms, Mr. President needed to wake up the sleeping giant.
We knew it was time for them to change tone and set a new, unapologetic girls rights agenda. To create a Brand Defining Idea that could inspire and drive support for the fight of courageous girls worldwide. An idea that could break down gender barriers and smash outdated stereotypes.
OUR IDEA “GIRLS GET EQUAL” IS A RALLYING CRY FOR GIRLS WORLDWIDE. GIRLS TAKE THE LEAD, SO INSTEAD OF SPEAKING FOR THEM, WE AMPLIFIED THEIR VOICE.
We launched the campaign with a manifesto film in collaboration with Plan International activists in eight countries including Ecuador, Uganda and Australia. The campaign contains powerful shots of activists showing what getting equal means to them.
Our campaign introduces an iconic warpaint-style equals sign, used across campaign imagery and on girls faces as a sign of solidarity and empowerment.
Music powerhouse Paloma Faith led the charge at the Global Girls Summit in Brussels on the eve of International Day of the Girl, calling for increased investment in girls’ power, activism and leadership.
The campaign achieved 32,000 mentions at launch. Girls in 79 countries – from Brazil to South Korea – have been given the stage to stand up for their rights. And we are so in awe of everything they have done. They have taken their voices mainstream: to MTV, Teen Vogue and even X Factor Bolivia. We’ve seen one thousand girls in over 60 countries take on roles for a day as TV presenters, news reporters and government officials. All places where they’re rarely seen or heard.
