Saatchi & Saatchi London have won an integrated content brief from the children’s rights charity Plan UK, to raise awareness and help create lasting change especially for girls across the globe.
By 2016 Plan UK aims to help four million girls so they’re able to live free from violence and get the education, skills and support they need to become the powerful force for change they can be.
As Plan UK’s lead agency, Saatchi & Saatchi will create a series of brand activation and fundraising activities, due to launch later this year, supporting the charity’s flagship ‘Because I am a Girl’ campaign, which will include social participation, print, outdoor and digital executions.
Plan UK’s multi-year ‘Because I am a Girl’ campaign is focused on adolescent girls as more than 75 years of development work in over 70 countries has shown the charity that no one bears the burden of poverty more than girls - yet it is those girls and young women who can be the most powerful agents for change. The first leg of the campaign will focus on eliminating violence against girls. Later work will focus on making sure girls’ voices are heard and that girls are able to participate in the decisions that affect their lives.
Violence against women and girls is the most widespread form of abuse worldwide, affecting one third of women in their lifetime. It takes many forms, including Female Genital Mutilation (FGM) and Early or Forced Marriage (EFM). These are violations of human rights that can result in both physical and mental trauma, loss of self-esteem and leave girls vulnerable to e.g. HIV and death in pregnancy and childbirth.
The brief was won in a competitive pitch against undisclosed agencies, it will see Saatchi & Saatchi create its first work for the charity with a scope for further projects.
Ant Cauchi, Director of Digital, Saatchi & Saatchi says: “We are so excited to be working with the Plan team in helping to raise the profile of their great 'Because I am a Girl' campaign', our aim is to create huge stand-out with the campaign across all channels, fully utilising our new integrated offering as Saatchi".
Mike Thiedke, Director of Public Engagement at Plan UK, says: ‘We were really impressed with Saatchi & Saatchi’s creative. Their fresh, single minded and engaging campaign approach will help Plan UK to showcase our work and put the rights of the world’s poorest girls where they can’t be ignored.’