Plan International
Maternity line for children

Role: Campaign Manager

Agency: hasan & partners and The Honey Partnership

 

Working in collaboration with Finnish creative agency, hasan & partners, we created the promotional campaign for this stunning idea for Plan International. With a mix of social-first PR outreach and social media seeding, I reached over 70 million people around the world. 

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The idea was born from the disturbing fact that 7 million young girls, under the age of 12, become mothers every year in developing countries like Zambia. To raise awareness of this issue, the creative idea saw Finnish fashion designer, Paula Suhonen, concept a maternity fashion line for 12 year olds and in collaboration with Plan International we has Fridah (who uses a Pseudonym) to model this fashion line in a fashion shoot in Zambia. Although, not actually available to buy, the clothes were displayed in a shop window on the Helsinki high street and H&M like posters were put up around the city. The ultimate goal? To make people stop and double take - what this really promoting a clothing line for a young girl?! 

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I created content packages with key messages that consisted of social video, press releases and a media pack to seed it into top tier media and social media publishers like DAZED, i-D and Vogue. This campaign went global - it even reached publishers in China and the USA and won multiple industry awards including a Cannes PR Lion in 2018.