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Plan International "Because I Am A Girl" PSA

TV/Radio Commercials, Public Service

To ignite a global movement of support for the education rights of young girls, AMV BBDO produced a multimedia campaign on behalf of development charity Plan International. Thursday October 11, 2012 was the first-ever United Nations-recognized International Day of the Girl, and the “Because I Am A Girl” campaign persuaded millions of people worldwide to raise a virtual hand to demonstrate to the UN that the issue deserves to be prioritized.

Plan International believes there’s a very simple solution to the complex issue of poverty in the developing world, and it begins with providing girls access to a good education. With education, a girl in the developing world will have higher self-esteem, gain essential life skills, will marry later and have healthier children. Her chances of getting AIDS and HIV will be significantly reduced and she’s less likely to be affected by sexual harassment or human trafficking. What’s more, she will be able to pass on the benefit of her education to her children and successive generations.

Two films, print and a digital drove people to the hub of the campaign, a Raise Your Hand Now Facebook app. This spot features acclaimed Slumdog Millionaire actress Frieda Pinto talking directly to camera, articulating the movement’s manifesto and highlighting the importance of educating young girls across the world in order to alleviate poverty. The films ran on the Plan International website and across its global network.

Michael Jones, AMV BBDO/Adam Whitaker, AMV BBDO, art directors; Charlotte Adorjan, AMV BBDO, writer; Theo Delaney, Hotspur & Argyle, director; Emma Hardy, photographer; Media Monks, digital design; Angela Elini, AMV BBDO/Sophie Delaney, AMV BBDO, agency producers; The Lab/Finish Post, post production; 750 MPH, audio post production.