Plan International begins multi-media campaign to promote International Day of the Girl movement

A multi-media campaign for Plan International, a global movement to support young girls’ rights to an education, has been produced by AMV BBDO.

The first United Nations-recognised International Day of the Girl will take place on 11 October, with the ‘Because I Am A Girl’ campaign created in advance to persuade millions to raise a virtual hand in support of the movement.

Omnicom agencies OMD, Platinum Rye, GMR Marketing and Porter Novelli have also partnered in order to deliver the campaign and the event to support girls born in the poorest region’s rights to an education.

Activity will include two films, print and digital to drive people to the movement’s Facebook app, which will allow each user to raise a virtual hand in support of the cause.

Sara Dunlop from Rattling Stick has filmed the first of the two films in a documentary style, while Theo Delaney at Hotspur & Argyle’s film features Slumdog Millionaire actress Frieda Pinto speaking directly to the camera.

Both films will run on the main website of Plan International, and across its global network, while a seeding campaign will take place across the UK and North America.

Cilla Snowball, group chairman and group CEO of AMV BBDO, commented: “We are excited that AMV BBDO’s work is spearheading this huge global Omnicom initiative for Plan, uniting Plan offices around the world behind such a critical issue – the vital importance female education can play in poverty alleviation.”

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