Plan UK's Mass Construction
The charity has launched a new advert to raise awareness of how education can improve the lives of girls, their families and their communities
What is it?
A 60-second advert called Mass Construction, which has appeared on TV and on cinema screens. It features an African schoolgirl falling from the sky, to the sound of Mozart’s Lacrimosa. Her landing sends out a powerful shockwave that results in the construction of schools, hospitals and a bustling town.
What message does the advert want to convey?
Plan UK chief executive Marie Staunton says the advert demonstrates the positive impact education can have on girls and the world around them. She says that 75 million girls worldwide are not in school, but with an education and the right support they can be a powerful force for change. "Educated girls are less likely to marry young and have children early, and are more likely to understand and realise their rights," Staunton says.
Who was behind the advert?
It was produced by the advertising company Leo Burnett London, which provided its services pro bono.
Where has the advert been screened?
It has appeared on CNN and at the Hackney Picturehouse cinema in London
Why has the advert been released now?
The launch of Mass Construction comes before the very first UN International Day of the Girl on 11 October.
Third Sector verdict:
The advert is highly effective, in that it captures the attention in a very dramatic way. It also conveys a very simple message – the way in which educated girls can improve the lives of whole communities – that is easily understood by the viewer.
