Plan International

The global children's charity has launched a new campaign to promote its annual Because I Am a Girl report

A girl on her way to school in El Salvador
A girl on her way to school in El Salvador

What is it?

Plan International has supported the launch of its latest Because I Am a Girl report with activity on Facebook and Twitter. Because I Am a Girl is Plan's campaign to fight gender inequality, promote rights for girls and get millions of girls out of poverty. Plan is producing one report each year in the run-up to 2015, the target year for the Millennium Development Goals. Each report provides proof of the inequalities that still exist between boys and girls.

What’s happening as part of the campaign?

The charity has used an app on Facebook to present and promote the latest report and associated information. It is also encouraging its followers to sign a petition to make 22 September International Day of the Girl. Sponsored adverts were created to attract attention to the new pages.  

Anything else?

The new-look Facebook pages give access to three films, including a hip-hop dance video made by a youth group in El Salvador. There is a link to a picture gallery on Flickr, and to the report in presentation format on Slideshare. A quiz was added this week, called So What about Boys? The charity has revamped its Because I Am a Girl webpage, adding more content and social media buttons.

What’s happening on Twitter?

The charity has been tweeting elements of the report and trying to gain support for the petition by asking people to join #BcimaGirl.

Third Sector verdict:

The charity has clearly thought about how best to present the report and distribute it to as many people as possible by using several social media channels. The videos, pictures and presentation mean that the campaign message is available in several forms. The petition is timed to coincide with the report and to encourage people to get involved. With all of the activity combined, the campaign is sure to reach its target audience and spread awareness of the charity's key messages, making it an impressive campaign.

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