The Background

Plan International have been working tirelessly for years, creating a huge network of programmes to educate and empower girls around the world. But they have struggled with low brand awareness. Now, at this critical time for girls rights and the challenging of gender norms, Mr President needed to wake up the sleeping giant.

We knew it was time for them to change tone and set a new, unapologetic girls rights agenda. To create a Brand Defining Idea that could inspire and drive support for the fight of courageous girls worldwide. An idea that could break down gender barriers and smash outdated stereotypes.

The Work

The idea is a rallying cry for girls worldwide. Girls take the lead in ‘Girls Get Equal’, so instead of speaking for them, we amplified their voice.

We launched the campaign with a manifesto film in collaboration with Plan International activists in eight countries including Ecuador, Uganda and Australia. The campaign contains powerful shots of activists showing what getting equal means to them.

Our campaign introduces an iconic warpaint-style equals sign, used across campaign imagery and on girls faces as a sign of solidarity and empowerment.

Music powerhouse Paloma Faith led the charge at the Global Girls Summit in Brussels on the eve of International Day of the Girl, calling for increased investment in girls power, activism and leadership.

32,000 mentions across the world

The campaign is part of a three year global plan but has already created more noise for Plan International than ever before, with 32,000 mentions across the world at launch.