The campaign has been slated to start on International Day of the Girl (11 October), replacing its current ‘Because I am a Girl’ series. The focus for the agency, said a statement, will be to highlight the power and leadership of young girls, through challenging oppressive gender norms and smashing stereotypes that hinder them.
The statement added: “The work will support young, grassroots activists working for gender equality to drive collective action that will shift attitudes and influence the global agenda.”
Adam Vink, Plan International’s head of campaigns said: “We are thrilled to be working with two incredible leaders in developing strategic and creative concepts which will engage both minds and hearts of people around the world in support of girls’ rights. We have deliberately chosen a complex and challenging agenda because achieving justice and equality for girls and young women demands that we do.”
Claire Hynes, Mr President’s chief executive added: "Working with Plan International to connect and empower girls and young women through creativity, in a way that will lead to real change in the world, is a wonderful opportunity that chimes perfectly with our shared values around gender equality and diversity."