As they continue to spread their message to help end gender inequality, Plan Canada (Plan), has launched a new global campaign called “Because I Am A Girl” with the help of Toronto-based One Advertising (One).
The brand campaign messaging, presented as colourful info graphics on a chalkboard, highlights the urgent situation facing the world’s girls:
- 70% of the world’s poorest are girls and women
- 66 Million girls worldwide are denied an education
“Our key target for this campaign is to appeal to professional women who can lend a supporting hand through donating, knowing they are part of the change,” says Jill King, President of One. “We knew from talking with professional women who have carved out their own path in education, career and life that they particularly understand and are compassionate of the struggles of young women.”
Girls in developing countries face double discrimination, and barriers to basic opportunities and services simply because they are young and female. “But when you invest in a girl, you help her attain independence. She goes to school, is more likely to invest in her family and her community, which ultimately can help strengthen the economy of her country,” says Paula Roberts, Plan’s Executive Vice-President, Marketing and Development.
The campaign strategy is highly integrated across TV (:30), Out of Home, Transit, and Digital, to encourage professional women to help change the lives of girls, their families and their communities by donating to Plan and the Because I Am A Girl initiative. The campaign runs until late May.
Media buying for Out of Home, Transit and TV was handled by ZenithOptimedia, while ABER handled the digital buy.
Update: One Advertising was handled the media buying.
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