2017 Glass: The Award for Change

MATERNITY WEAR FOR A 12-YEAR-OLD

ClientPLAN INTERNATIONAL FINLAND
Category A01. Glass
TitleMATERNITY WEAR FOR A 12-YEAR-OLD
Product/ServicePLAN INTERNATIONAL FINLAND
Entrant HASAN & PARTNERS Helsinki, FINLAND
Idea Creation HASAN & PARTNERS Helsinki, FINLAND
Idea Creation 2 PLAN INTERNATIONAL FINLAND Helsinki, FINLAND
Media Placement DAGMAR Helsinki, FINLAND
PR HASAN & PARTNERS Helsinki, FINLAND
PR 2 THE HONEY PARTNERSHIP London, UNITED KINGDOM
Production HASAN & PARTNERS Helsinki, FINLAND
Credits
Name Company Position
Anu Niemonen hasan & partners Oy Senior creative
Eka Ruola hasan & partners Oy Executive Creative Director
Tobias Wacker hasan & partners Oy Creative Director
Joel Lindgren hasan & partners Oy Creative
Bruno Leo Ribeiro hasan & partners Oy Creative
Paola Suhonen . Desingner and Director
Meeri Koutaniemi . Photographer
Leandro Righini Makefilms Oy DOP Lighting Cameraman
Marc Stevenson hasan & partners Oy / hasan motion Producer
Riikka Koistinen hasan & partners Oy Graphic Designer
Minna Lairi hasan & partners Oy Ad assistant
Pia Fri hasan & partners Oy Account manager
Kirsi Saloranta hasan & partners Oy Account Director
Jacob Gardner hasan & partners Oy / hasan motion .
Karri Komsi . .
Ville Lahti hasan & partners Oy / hasan motion Editor
Julius Koivistoinen . .
Mika Värtö . .
Niklas Harju hasan & partners Oy / hasan motion .
Tämer Mohsen hasan & partners Oy / hasan motion Head of integrated production
Eva Anttila Plan International Finland CX Lead  – Marketing, Fundraising & Loyalty
Kirsi Mettälä Plan International Finland Marketing Director
Patricia Nangoyi Plan International Health Program Co-ordinator
Kambani Phiri Plan International Communications Officer
Lazarus Mwale Plan International Communications & Advocacy Manager
Saara Lehtonen hasan communications / hasan & partners Oy Communications manager
Mark Terry-Lush The Honey Partnership LLP Partner & managing director
Sarah Sheenan The Honey Partnership LLP .
Harriet Butterfield The Honey Partnership LLP Senior PR & social client executive
Luke Bristow The Honey Partnership LLP Client director

Creative Execution

1) We wanted the model to be a real pregnant girl and found Fridah, a 12-year-old Zambian girl to be the fashion model in our campaign. 2) Because the messaging was all about girls and women, we decided to use female professionals. Designer Paola Suhonen designed a real collection of six maternity outfits for kids and also directed our film. An award-winning documentary photographer Meeri Koutaniemi shot the fashion pictures. 3) We borrowed the tonality from fashion advertising. We made six fashion pictures and a fashion film. We also took over the windows of the main fashion street in Helsinki, Finland for two weeks. We borrowed the media plan (outdoor, digital screens and pre-roll) from H&M, but with a 95 % smaller budget. Also, we deepened the message on our webpage where visitors could watch interviews with Fridah’s mom, her teacher, and Plan workers, and learn more about the issue.

The campaign received a lot of attention: 39 % of Finns noticed our campaign and 62 % of the target group saw it. These figures are magnificent, especially considering that our media budget was small. (see confidential part) 38 % of people watched our long fashion film on YouTube’s pre-roll, and over 60 % clicked on it on Instagram. Over 100,000 people watched our YouTube films. In Finland (population 5,5 million) the campaign reached 4,2 million people. Internationally the value of earned media was 56,6 million euros and reached over 70 million people. The Plan Finland Facebook page reached over a half million people and the number of twitter followers increased over 133 %. The campaign was a success also with regard to fund-raising. Compared to our previous campaign, we got 40 % more monthly donators and seven times more sponsors.

We made a formal survey of our target group and ended up concentrating on two different kinds of women. The main target group were those who were more willing to donate to girls in developing countries. Their motives were equality and motherhood, which made them more sensitive towards global children issues. As a secondary target group we chose somewhat younger women who were socially active but didn’t yet have the financial capacity to donate. Because we wanted the attention of these mothers, we decided to select a subject that they would already have an interest in and twist it in a way calculated to trigger emotions in them. So we launched a collection that the world shouldn’t need: Maternity wear for a 12-year-old.