Creating a global movement to end violence against girls
Plan International - Because I am a Girl
The Challenge
To amplify their Because i’m a Girl campaign, Plan International wanted to generate global conversation around the shocking number of girls affected by gender based violence in schools across the UK as well as in developing world countries.
The Response
In order to capture a Western audience it was important to highlight this issue as being close to home, and to use strong, shocking visuals to really convey the terrible scenarios faced daily by girls within an environment that should be a safe place to learn.
We created two powerful commercials; What Girls Really Learn at School and Stoned by a Bully, to reveal the acts of violence across countries and cultures, and the damaging effects they can have on a girls entire future.
The commercials were supported by real stories to build legitimacy, as well as social teasers and print. Launched across the UK in cinemas, the campaign was seeded through influencers, housed on Plan UK’s website and shared across Plan International’s network.
The Work
Print Campaign assets
Print Campaign assets
The Results
700K views within initial days of release
500K views within a month
Campaign: 1.5 million views worldwide
National Cinema release for The Lesson
Featured in The Telegraph, RT, The Huffington Post, Marketing Magazine, Buzzfeed and many more.
“The team at Marmalade bring insight, creativity and passion to all their projects. Their collaborative approach not only delivers quality results, but also makes them an absolute pleasure to work with.”
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