Plan
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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 impuls. 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 Plan.
So Plan approached Nothing.
Our task? Transfer the positive feeling embodied in "Because I'm a girl" to the mother brand, Plan. 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 the project sponsorships (€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.
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Plan. Girls first.
To make a long story short, Nothing advised Plan to change course rigorously by choosing for girls. And to transform the blue brand into a pink. brand The reasoning lies in Plan's own mission statement: 'To offer all children in developing countries a better future.' This can best be achieved by focussing on the 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 about the life a of a girl. The title being name of the girl. Each sponsor sees their sponsor-girl's life being (trans)formed through updates received from and about her. This book also creates an ideal 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 and an animated TV commercial. All communication the new positioning and based around the pink book each sponsor receives about their sponsor child.
In addition, a "Girls first" concert takes place June 2011 starring some of Holland's best acts.
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?
