Plan International, the charity that focuses on children's rights and equality for girls, is focusing on recruiting "girl activists" from eight different countries in its biggest ever global campaign, launching in time for International Day of the Girl.
The charity is working with agency Mr President on the campaign, which went live at the charity's second Annual Girl’s Summit in Brussels. It's a grassroots effort that introduces a new symbol for girls' empowerment - a brush-stroke ‘=’ sign used across campaign imagery and on girls’ faces as a sign of solidarity and power.
A manifesto video, seen here, created by the agency, highlights some of the young female activists that the charity is already working with, including Sophie from Uganda, who was motivated to action after several of her friends dropped out of school due to teen pregnancy, Aneeka from Australia, who developed an app for women to report sexual harassment on trains, and Chamathya from Sri Lanka, who campaigns against gender-based violence.
The campaign strives to get more young girls to sign up as activists for the charity and use the symbol. Children and young people will be directly supported to champion gender equality in their communities in over 70 countries where Plan International works, and each market will be given a campaign toolkit to inspire local executions that fit their own audiences.
“Plan International gives girls and young women the backing to smash the status quo in the race for equal rights. When united, their voices and actions have the power to change everything,” says Laura Jordan Bambach, chief creative officer and Partner at Mr President, in a statement. "Girls Get Equal is the start of a multi-year campaign envisaged as a rallying cry to inspire and support the courageous fight of girls worldwide to break gender barriers.”