Because I am a Girl – Plan Canada
“Because I am a Girl” Campaign
International development receives just 8 percent of all philanthropic dollars donated in Canada. This is largely a result of Canadians feeling that extreme poverty in the developing world is not something that they can affect or change. In 2009, under Paula Roberts’ leadership, Plan Canada repositioned the international development category by introducing Because I am a Girl (BIAAG), a campaign focused on gender equity that brought new hope through the face of a girl. BIAAG is an integrated marketing program that includes online and offline media as well as public relations and advocacy outreach all conveying a simple idea – it only takes one girl to change the world. Five years later, the campaign has gone from introduction to achieving close to 50 percent national aided awareness and raising 46 million dollars. Because I am a Girl was also awarded a gold Cassie for Sustained Success and played a significant role in the UN declaring October 11th the International Day of the Girl.
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