International Day of the Girl
Plan International today celebrates the first ever UN International Day of the Girl – which the organisation has campaigned to create – as a way of highlighting the importance of investing in girls to transform communities around the world.
For Plan International the day will be used to launch their Because I am a Girl campaign which shows that “In the poorest societies, a girl faces greater risk of malnutrition, hunger and disease compared to her brothers. She will have fewer opportunities for an education and career.”
Forster Communications was approached at the start of 2012 to help Plan International develop the Because I am a Girl campaign strategy. We reviewed other successful awareness campaigns to draw out relevant learning and provided an independent perspective on the Because I am a Girl campaign materials and activity to date. Following this research and evaluation stage, we were then able to put forward brand guidance, internal communications and youth engagement strategy.
We are thrilled to see the global launch gathering momentum. At the Southbank in London Plan International will host 200 school girls in speed mentoring sessions in the pods of the London Eye. Around the world landmarks including some of Egypt’s Pyramids, Santiago Bernabeu’s stadium and Empire State Building will be turned pink.
In support for the campaign we are turning Forster Communications’ twitter page pink. Get involved by following activity on twitter using the hashtag #bcimagirl and watch this video explaining the campaign.