Plan. Girls first.
Video
A new Plan.
Girls in developing countries have a enormous disadvantage compared to boys. They receive less education, less medical care and even less food. While they do more of the work and experience more violence and sexual abuse. Purely because they're girls. While it's the girls who have the power to break the cycle of poverty. Girls, if educated, re-invest almost their entire income into their family. Boys less than half. Furthermore, educated girls make for better mothers, for their daughters and sons. An investment in girls is not only effective for the girls themselves, but for the families, communities and entire countries around them, including boys and men. Making an investment in girls the smartest investment there is.
Following a difficult period, Plan introduced a separate campaign, "Because I'm a girl', three years ago. This campaign, highlighted the plight of girls in developing countries and injected a much needed positive impulse. The color pink, the emphasis on 'girl power' and the sense of solidarity among women, resulted in an increase in project sponsors. The problem however, was that the 'Because I'm a girl' campaign, wasn't being accredited to Plan.
So Plan approached Nothing.
Our task? Transfer the positive feeling embodied in "Because I'm a girl" to the mother brand, Plan Nederland. And of course, increase contributions dramatically.
Understanding the importance of 'structural' help, we began by outlining a new Corporate & Marketing Communication strategy, including re-defining Plan's Product Market Combinations. Our study showed that project sponsorship revenues (€5 p.m.) generated through 'Because I'm a girl' wouldn't be sufficient. A substantial increase in Child Sponsorship (€25 p.m.) was paramount.
Plan Logo's
Plan. Girls first.
To make a long story short, Nothing advised Plan to change course rigorously by choosing for girls. And to transform their blue brand into a pink. brand. The reasoning lying in Plan's own mission statement: 'Plan's vision is of a world in which all children realize their full potential in societies that respect people's rights and dignity.'
According to the World Bank, this goal can best be achieved by investing in girls.
This new direction is summed up in the new pay-off: Plan. Girls first. And the possibility of radically changing a girl's 'life story.'
Child sponsors previously received information about their sponsor child in the form of an impersonal folder. This information folder has been transformed into a book highlighting the life a of a young girl. With her name as title. Each sponsor sees their sponsor-girl's life being (trans)formed through updates received from and about her. This book also creates an ideal visual basis for fundraising and other communication.
Boek
The new campaign.
The campaign kicks-off with a renewed Plan website, a Facebook application developed in partnership with Redurban (www.inyourfaceboek.nl) and an animated TV commercial. All communicating the new positioning and centered around the pink book each sponsor receives entailing their sponsor child's life.
In addition, the first "Girls first" concert, featuring some of Holland's best acts, launched the new positioning to all the stakeholders.
All communication contains both a positioning and fundraising element. The goal being to activate as many people as possible to support a young girl in a developing country. And by doing so, not only make a lasting improvement to her life, but to her community and ultimately the world. Want to join us?
