Development charity Plan International is running “Mass Construction”, a television and cinema advertising campaign celebrating power of girls. The ad shows a girl falling through the sky like a missile. She accelerates towards the earth, set to land on an underdeveloped African township. Instead of destroying the environment her impact creates a positive impact, evoking the construction of houses, schools and hospitals. The tagline for the ad is ‘because I’m a girl’, recognising that girls are the key to solving world poverty.
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Plan International campaigns for the rights of girls based on evidence that empowering this most marginalised section of society is the key to solving world poverty. The charity argues that girls have the power to free themselves and their communities from poverty with education and the right support. For each year a girl stays in school her income rises by up to 20%. It means she can support herself, her family and invest her earnings back into her community, who’ll go on to do the same, generation after generation. She helps everyone, creating a virtuous circle where entire communities break the cycle of poverty. The Mass Construction ad appears ahead of the very first International Day of the Girl, November 11, inaugurated by the United Nations after lobbying by Plan International.
The Mass Construction ad was developed at Leo Burnett London by creative director Justin Tindall, (creative directors Dan Fisher and Richard Brim), copywriter Laurie Smith, art director Steve Robertson, planner Josh Bullmore, working with Plan UK head of communications Imogen Wilson and director of advocacy, campaigns and communications Leigh Daynes.