Plan International conducts Lift Her Up promotion
Charitable organization Plan International Canada conducted a social media promotion yesterday, timed to coincide with International Women's Day. The promotion, developed by Isobar, was called "Lift Her Up" and was intended to encourage consumers to speak in support of rights for girls. It included an installation at the Toronto Eaton Centre shopping mall featuring a holographic image of a girl. Consumers were encouraged to submit social media messages to the character, who would either stand up or sit down depending on whether or not the messages were supportive.
The promotion also included a website at <http://www.liftherup.ca> and an online video. In addition, for each positive message posted, Scotiabank will donate one dollar to the organization's "Because I am a Girl" initiative. The effort will run until the end of the month.