Girls continue to be the single most excluded group in the world. Plan International needed a powerful campaign to illustrate mass support globally for girls’ rights issues that would influence world leaders setting the Sustainable Development Goals (SDGs) for the next 15 years.
With little production and media budget the campaign needed to be owned and activated across all the local markets, who themselves had limited resources.
Our strategy was to empower the very girls affected by gender based issues to deliver the campaign, and in doing so put pressure on their leaders (and others) to influence the UN and SDGs.
This wasn’t about one piece of amazing content but about local grass-roots activation and self-expression, centred on one single distinctive idea and vision: unlocking the power of girls. The campaign received over a million ‘votes’ (expressions of support) and reached over 29 million people across the globe. Most importantly, it reached its objective of raising girls’ rights at the UN. Today it is now the foremost issue on the development agenda across NGO’s.