MATERNITY WEAR FOR A 12-YEAR-OLD
Title | MATERNITY WEAR FOR A 12-YEAR-OLD |
Brand | PLAN INTERNATIONAL FINLAND |
Product/Service | PLAN INTERNATIONAL FINLAND |
Category |
A01. Glass |
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
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.