Plan International is set to launch an ad campaign in cinemas and on CNN next week, promoting the charity’s key message that girls are the key to solving world poverty.
Being aired from 23 August, when GCSE results are revealed, the 60 second ‘mass construction’ ad features an African school girl falling through the sky like a missile towards a small African town. Her landing sends out shockwaves, but instead of destroying, it leads to the building of schools and hospitals around her.
Leigh Daynes, Plan UK’s director of communications, said: “We’re delighted to be working with Leo Burnett. This new ad campaign is central to raising awareness of the potential of girls to lift themselves, their families and whole communities out of poverty through education and the right support. Investing in girls’ education is the right and the smart thing to do.”
Plan’s core message is ‘Because I am a girl’, with the charity belief being that females have the power to free themselves and their communities from poverty with education and the right support.
Justin Tindall, executive creative director at Leo Burnett Group, said: “Poverty often feels like an insurmountable problem and because we don’t know where to start, we simply don’t. The fact that Plan know that girls are the best place to start is so simple and arresting that it demanded a narrative to make people really stop and think about the possibility.”