How does it work?
People who use the app will see a video storybook that tells a story about what their own lives would be like if their birth had not been registered. The app uses information and photos on their Facebook pages to personalise the story. It highlights the potential risks – for example, they could end up in an arranged marriage, or be denied the right to go to school.
Why have they launched it?
The app, which is free, aims to encourage users to donate £2 to Plan UK’s Because I am a Girl campaign. The campaign seeks to give girls in the world’s poorest countries access to a high quality education. An educated girl is less likely to marry and to have children while she is still a child. She is also more likely to be literate and healthy and to survive into adulthood, as are her children.
Who was behind it?
Plan UK teamed up with the social customer relationship management agency Neoco to design, shoot and edit the video storybook.
Third Sector verdict:
The use of the personalised video storybook is an effective way of getting people to identify closely with the problems faced by children whose birth has not been registered.