Yes, she can
In October, we celebrate the potential of girls worldwide. The occasion not only reminds us about invisible discrimination but also the power of campaigns. The United Nations decided nine years ago to designate 11 October as the International day of the Girl Child following successful lobbying by the development NGO Plan International. Our co-founder worked with Plan’s EU office back then. What can you learn from this global movement for your next campaign?
Aiming to impact
Flyers, likes and media stunts are just the tip of the iceberg. Professional campaigners spend most of their time on researching a sound Theory of Change. This simple methodology helps you check if your activities advance your mission with a cause-and-effect sequence. For Plan International, the objective was to lobby the Canadian and European Parliament so that they would call on the UN General Assembly to establish an international day of the girl so that we raise awareness around the double discrimination girls face so that governments and companies remove barriers and increase funding for sustainable projects empowering girls. Your Theory of Change might be different but writing down your strategy in one (long) sentence shows whether you are addressing a real problem.
It will take 100 years to close the gender gap according to the World Economic Forum. This is bad news for the nearly 70 million girls born every year and the over 130 million girls who are not attending primary or secondary school. It is also bad news for the global economy. The World Bank warns that such low educational attainment causes a loss of $15-30 trillion in human capital wealth. Plan International gathered and published evidence before launching its global campaign.
Plan International’s fourth comprehensive report looking at prospects and perils for girls in cities and IT
A campaign without a goal cannot succeed. Plan International stayed S.M.A.R.T. and aimed at reaching 4 million girls directly as well as indirectly impacting the lives of 40 million girls through programmes and 400 million girls through policy changes. The “Because I am a Girl” campaign empowered over 3 million girls, contributed to changing laws or policies in 17 countries. It also intended to unlock €500 million and managed to raise €436 million within the first two years.
United in diversity
The slogan of the European Union can boost your advocacy efforts. Although controversial content generates clicks, it can backfire when you need broad support. When Plan International got behind a petition and a Written Declaration, politicians from different political groups signed up. In Canada, all parties endorsed it. In Strasbourg, MEPs from the Socialists & Democrats, Greens and liberals spearheaded the initiative backed by a conservative Vice-President of the European Parliament. Without this move, it would have been incredibly difficult to obtain the required majority in both legislative bodies within three months.
Sharing (the lack of) progress triggers action. After a sluggish start in September 2011, the European secretariat informed offices in the Member States on the number of signatories. They then reminded their MEPs in their native language of the importance of the Written Declaration 39/11. The numbers went up in October and November causing a snowball effect. In December, right before the crucial vote in the UN General Assembly, 404 of the 751 MEPs supported Canada’s proposal and called on the other EU institutions to follow suit.
Leaflet that helped win over the European Parliament
Amplifying voices
Personification improves campaigns. It is easier to remember chocolate candy if it is talking to you or when a star puts the spotlight on a social issue . Even if M&M ads do not make you laugh or you do not like sports personalities, such an approach builds a connection with the audience. Plan International made use of this technique and gave voice to a neglected group.
Girls are at the heart of the campaign. The NGO is known to work with and not just for children. When you go to an event, you will always hear a young woman present. When you follow a panel debate, high-level politicians discuss with children at eye level. When you browse their Youtube channel, you do not hear an old, white men lamenting discrimination but Bertha from Malawi. #RewriteHerStory and #GirlsTakeover show how an organisation can amplify voices from the ground with the help of angry birds, actors and other influencers.
Harnessing relationships
Pete Buttigieg and Plan International have more in common than you think. The mayor of South Bend and first openly gay Democratic candidate surprised many when he won the Iowa Caucus in February. In contrast to well-funded Joe Biden, he dedicated fewer resources to traditional advertising and opted for relational organising instead. Greta Carnes, National Organizing Director at Pete for America, shared at a fireside chat in May that this was a deliberate choice that helped turn the underdog into a frontrunner.
Relational organising aims to reach supporters through personal contacts. Instead of shouting at strangers, you ask your core group to discuss the campaign issue with friends and family. You get a lot of freedom but also support from field organisers whenever needed. Plan International, for instance, asks for more than a quick donation. You can join the movement, ask the team questions and request a fundraising pack. The lockdown has not killed the NGO’s creativity. You can join Plan International’s latest challenge and let your hair down.
Testing innovations
Shareable graphics, quizzes, interactive ads - these popular elements of modern campaigns also play a big role in boosting engagement for girls’ rights. Plan International offers a social media toolkit where you can pick and share for a gender just world. The 2011 quiz for the Written Declaration has been upgraded to a version with six modules so that users can learn about girls’ rights. Plan UK regularly uses multi-channel marketing and even included interactive billboards. When you were waiting for the bus, you saw a different ad depending on your sex.
Not every activity can be scaled. Plan International is active in over 75 countries across the globe and has launched hundreds of projects. However, when you go on different websites you will not get the impression of a chaotic patchwork. Prominent hashtags and clear style guidelines ensure strong branding.
Five lessons for your campaign
Go beyond raising awareness and chime for change.
Gather broad support early to win big.
Let the people affected tell their stories.
Engage supporters in peer-to-peer activities.
Be strict about branding but let your network experiment on - and offline.
Learn the techniques. Boost your confidence. Make your point.
Click here for training opportunities.