Disciplines
- Campaign Design
- Campaign Strategy
- Digital Strategy
Team
- Aemon
- Chelsea
- Jacob
- Sarah
- Emily
- Lachlan
- Josh
Industry
- For Purpose
Year
- 2023
PLAN Australia: Day of the Girl
The International Day of the Girls presents an opportunity to shine a light on the needs and challenges faced by girls globally. It is currently forecast to take over 130 years for the world to reach gender equality. This campaign aims to challenge people to not accept this as a given, but to take action through raising awareness and funds, and together to speed up the time it will take to reach parity.
While this may seem daunting, it’s important to remain optimistic and recognise the power of coming together to create change. The campaign surrounding the International Day of the Girl aimed to do just that. We strive to celebrate the progress that has been made and the incredible potential that lies within every girl.
Challenge
The challenge here was that the campaign needed to sit within the ‘Beat the Clock’ campaign, a global brand campaign being piloted in 6 countries during the same period, while also highlighting the International Day of the Girl in a positive light.
Solution
The use of the purple and yellow, combined with strong photography, create a sense of positivity and potential to inspire people to take action and make a real difference in the lives of girls around the world.
This campaign leant heavily into the concept of time and the idea of speeding up the pace of progress. Using visual cues of digital time, fast forward and the count down to reinforce the message “It’s about time we beat the clock”. These elements also create energy around the brand and a sense of momentum.
This concept of time was brought into the International Day of the Girl lockup, with the countdown symbol that also references the sun as a symbol of energy and hope.
