Plan Canada begins Rally Behind Her campaign
Not-for-profit organization Plan International Canada has begun a new advertising campaign in advance of "International Day of the Girl," a United Nations initiative that will take place on oct. 11. The campaign, called "Rally Behind Her," is intended to raise awareness of the issue of gender inequality. The effort invites consumers to sponsor a girl in a developing country. It includes national television, digital and print advertising that will run until the end of October. The creative depicts a girl "at the heart of her own story of adversity and triumph" in a stadium filled with cheering supporters. The campaign was developed by Isobar in collaboration with DenstuBos, with media work by Aber.
"Too often, the images that we see in the media lack representation of strong, powerful girls," said Erin Abbatangelo, director of brand marketing and digital engagement at Plan. "We are disrupting the status quo by showing how girls from around the world can be powerful champions. The heroism traditionally associated with boys and men highlights the adversity and discrimination that girls face on a daily basis with strength and bravery. In this campaign, we wanted to feature powerful imagery showing that girls are the heroes of their own lives and that every one of us has a responsibility to rally behind them so they can break down barriers and unleash their full potential."