Award-winning Chief Creative Officer, keynote speaker, workshop facilitator & trainer
Empowering girls to smash gender stereotypes
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 an 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 An idea that could break down gender barriers and smash outdated stereotypes.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 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.
In social, we highlighted amazing girl and young women activists from all around the world, and the equality that matters to them most.
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.