Plan International: Because I am a Girl Campaign

Challenge: To assist community development NGO ; Plan International Australia in launching its third annual report; Because I am a Girl: The State of the World’s Girls 2009 and raise the profile of Plan International in Australia with maximum media, corporate and consumer support.

Insight: Women make 81 percent of the charitable decisions in the home however women want an emotional connection with the charity they support.

Idea: To differentiate Plan’s Because I am a Girl campaign from any other NGO campaign, Ogilvy PR’s consumer public relations agency, Pulse Communications, coined the term ‘the gender-rational poverty cycle’.  A two- phased call to action was designed to demonstrate how breaking this cycle in developing countries by investing in girls would ultimately benefit everyone – men, women, boys and girls.


  • Pulse secured 66 pieces of  coverage including SBS TV, National 9 News, ABC Radio National , The Australian, AFR and Nova 96.9 FM
  • Key features appeared in long-lead lifestyle media: Notebook, Marie Claire and Vogue
  • The campaign was commended in the 2010 PRIA State Awards, Community Relations category