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November 2011

Because I am a Girl campaign

September - 2010, 2011

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Summary

• 2010 campaign– 2010 September campaign : BRIEF

• Objectives• Concept

– Actions: a 100% online viral campaign• Actions• Mechanism

• 2011 campaign – 2011 September campaign : BRIEF

• Objectives• Message

– 2011 September campaign : online + offline actions• Online campaign to make people act and react• Round table to draw media attention• Advocacy actions

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2010 September campaign : BRIEF

• Objectives– Draw civil society attention to Girls’ rights– Create buzz and Word Of Mouth– Increase BIAAG visibility through viral social media campaign– Increase awareness on causes supported by PLAN

• Concept– Girls rights violation showed in an unusual context in France:

Young French girl married to an adult at a French town hall

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2010 September campaign : ACTIONS 2 viral films, one to tease and one to inform

• « Buzz » video posted on social network platforms also broadcasted on droitsdesfilles.fr– Thematic : early marriage – See the video

• Institutional video broadcasted on www.droitsdesfilles.fr and Facebook fan page– Thematic : Education– See the video

• Online media paid support– Search Engine Advertising: +/- 2K€– Facebook ads: 6 K€– Emailing: 0.5 K€

Results– 450 000 video views (75% by women) incl. 250 000 during the campaign (sep-oct 2010) and 200 000 since oct; 2010– +20 000 fans on FB (90% are women)– Video broadcasted by PLAN network

2010 September campaign : MECHANISM recap

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2011 September campaign : BRIEF

• Objectives– Become a leading actor on Girls’ rights towards media, institutions & general public– Increase Brand awareness vs. BIAAG campaign– Go further vs. Last Year through audience mobilization

• Message– Global message :

• Girls are key for development: fighting against discriminations is the only way to improve their life conditions• PLAN decided to call the United Nations to show its commitment to the promotion of the rights of girls by proclaiming 22 September

as International Day of the Girls

– Sep. 2011 campaign message :• Invest in Girls is a long-term investment• Commitment year-round is the only way to act for girls rights• Everybody can act every day to defend girls rights and improve their life conditions

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2011 September campaign : ACTIONS Online campaign to make people act and react

• Mobilization interactive calendar on Facebook– To increase public awareness on Girls rights and pledge to support girls’ rights by

involving them through a concrete commitment (sponsor a Girl, sign the petition, donate…)– Through a viral mechanism

• Online media support– Free online banners

• To maximize the campaign visibility towards general public• Canal+, Orange, Nouvel obs, Lemonde, Auféminin, Lemonde, …• +/-15M d’impressions generating 25 K visits on droitsdesfilles.fr

– Paid campaigns:• Search Engine Advertising: +/- 2K€• Facebook ads: 5 K€• Emailing: 0.5 K€

• Media partnership with Journal des Femmes (the leading internet women’s portal in France with over 7 Million visitors )

– Home page wallpaper on September 22– Insertion in their general newsletter sent to 2M @– Contest with Nivea: the winner will visit a program in India in Dec.

Results– 39 000 visits on droitsdesfilles.fr from Sep. 1st to Oct. 20 2011 – More than 31 000 fans on our fan page, i.e. + 10 000 fans– More than 400 participants on the FB calendar /chain of support lasted 100 days

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2011 September campaign : ACTIONS Round table to draw media attention

• Press conference on Sep. 21– Round-table with a panel of Gender & Development experts (photographer, sociologist,

economist) + Plan France Program Manager

– Presentation of PLAN Girls projects– Testimonials by the Saksham project coordinator (vocational trainig program in

New Delhi) and Neelima a young Indian woman former beneficiary of “Saksham”– Video capture of the event + Press file & release

Results- 4 journalists attended to the conference- Direct press coverage:

- La Croix/France Inter – Mon Quotidien (groupe Playbac)- Websites: neoplanete.fr, avenirsdefemmes.com, journaldesfemmes.com

- Indirect press coverage:- Women magazines: Top Santé, Biba -( through partnership with Nivea)- Radio broadcast on RFI on Sep 28: PLAN invited to talk on early marriages topic- TV broadcast on France O : PLAN invited to “Planete investigation” magazine

Press coverage: some examples

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2011 September campaign : Advocacy actions

• Meeting with members of Foreign affairs Ministry and French development agency to talk about Gender, equity, education issues : (Saksham project presentation with Indian project coordinator and beneficiary)

• Meeting with 3 Parliament members (National Assembly + Senate)– Delivery of 2011 BIAAG report – Presentation of Plan France advocacy strategy towards Girls rights

Results- BIAAG campaign communication on MPs’ blog- MPs signed the petition in favor of the International Girls day

- MPs committment to support gender/equity questions during the annual budget vote