Leo Burnett London celebrates the power of girls in a striking new
television and cinema campaign for the development charity Plan
International.
The ad, called 'Mass Construction', shows a girl
falling through the sky like a missile. She accelerates towards the
earth, set to land on an underdeveloped African township, but her impact
creates a positive impact on the environment, constructing houses,
schools and hospitals, rather than destroying it. The tagline for the ad
is 'because I'm a girl', recognising that girls are the key to solving
world poverty.
The 60-second ad breaks on CNN this month, and is then launched in UK cinemas from August 23rd -- GCSE results day.
Plan
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.
Leo
Burnett London's ad appears ahead of the very first International Day
of the Girl, which has been inaugurated by the United Nations after
lobbying by Plan. It takes place on October 11th, 2012.
