Plan’s goal was to create a new marketing concept and campaign for International Women’s Day and Equality Day. The campaign aimed to increase the organization’s visibility as a supporter of gender equality and to bring attention to the rights of the world’s most vulnerable girls.

Around Women’s Day, gift and tip lists often come from more privileged perspectives, leaving out the most important wishes of girls around the world. Based on Plan’s global work for gender equality, the campaign highlighted what girls really want – on Women’s Day and every other day.

The campaign was rolled out on social media, in outdoor and print advertising, and through influencer channels, both through commercial partnerships and earned media.

Agency: Miltton

My role: Art Director