Tackling ‘Miss-Representation’
Putting the movement into social movement for International Day of the Girl
9.4M
People reached, up 663% from previous year
1.2M
Engagements
230%
Increase in web traffic
Feeling Miss-Educated…
Plan International UK briefed us to help amplify their rallying cry of equality on International Day of the Girl 2021. Their goal? Increase brand awareness, strengthen brand understanding, and reinforce relevance.
Specifically we needed to increase awareness of Plan International as a champion of girls' rights and highlight the barriers and inequalities they continue to face, while celebrate their power and potential.
We knew we needed to speak to the shared experience of women everywhere.
During our research, we found that by the time a girl reaches her early teen years, she will have spent years ‘learning’ a warped curriculum of gender stereotypes that teaches them to devalue, doubt, and question themselves.
We represented this miss-education as a heavy, cumbersome graduation gown, embroidered with the harmful and limiting rhetoric that’s stitched into the fabric of girl’s lives. Our message was one of empowerment - Unpick the Pattern.
Tapping into TikTok’s popular dance trends, we told a story through choreography that dramatised the plight of a girl weighed down by a graduation gown of labels.
She struggles through school hallways, pulling at her restricting garment, until eventually, seam by seam, thread by thread, she tears away the shackles, revealing her inner strength beneath the suffocating expectations of society - and throws them back at us all, to keep.
