Creating a global movement to end violence against girls
Plan International - Because I am a Girl
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.
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.
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