The story of 18 girls stepping into their dream jobs to celebrate the International Day of the Girl and remind the world that #girlsbelonghere.
This campaign featured 18 girls in 18 locations across the country stepping into their dream jobs for a day. Each girl had a unique story about their dreams and goals for the future. How do we tell all those stories, while highlighting Plan International Canada‘s celebration of International Day of the Girl, all while collaborating with 20 partners?
Create a series of content for the whole journey, both pre launch and post event.
The strategy was led by Plan International Canada and their PR team, Hill + Knowlton, as we worked collaboratively through the complex logistics to bring this amazing initiative to life. A strong brand, and articulate young women were the keys to success. We documented a range of activities over the two-week journey that led up to the launch of the International Day of the Girl on October 16th. The final celebrations were held at the TMX hosted by CTV’s Lisa LaFlamme and featured a massive panel with the girls and their supporters from the political and corporate world.
We produced 5 separate stories including a pre-launch promo piece on YouTube and Instagram to promote the event. We also created a customized b-roll package for broadcast and online channels to help Hill + Knowlton share the story across the country.