Plan UK

The charity has launched a new advert to raise awareness of how education can improve the lives of girls, their families and their communities

Plan UK's Mass Construction
Plan UK's Mass Construction

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.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in
Follow us on:

Latest Jobs

RSS Feed

Third Sector Insight

Sponsored webcasts, surveys and expert reports from Third Sector partners

Markel

Expert Hub

Insurance advice from Markel

Charity property: could you be entitled to a huge VAT saving?

Charity property: could you be entitled to a huge VAT saving?

Partner Content: Presented By Markel

When a property is being constructed, VAT is charged at the standard rate. But if you're a charity, health body, educational institution, housing association or finance house, the work may well fall into a category that justifies zero-rating - and you could make a massive saving

Third Sector Logo

Get our bulletins. Read more articles. Join a growing community of Third Sector professionals

Register now