Title	MATERNITY WEAR FOR A 12-YEAR-OLD
Brand	PLAN INTERNATIONAL FINLAND
Product/Service	PLAN 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

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	.	.
Tämer Mohsen	hasan & partners Oy / hasan motion	Head of integrated production
Niklas Harju	hasan & partners Oy / hasan motion	.
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

The Campaign

Our main target group was women – especially those with children. This is why we selected a topic that they would pay attention to naturally and then twist it and raise emotions. So we launched a collection the world shouldn’t need: Maternity wear for a 12-year-old.

Creative Execution

We wanted the model to be a real pregnant girl and found Fridah, a 12-year-old Zambian girl, to be our fashion model in our campaign. Because the messaging was all about girls and women, we decided to use female professionals. Designer Paola Suhonen designed a collection of six maternity outfits for kids, and also directed our film. Award-winning documentary photographer Meeri Koutaniemi shot the fashion pictures. 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 topic.

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 very 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 donors and seven times more sponsors.

..

Seven million under-aged girls give birth in developing countries every year. However, the problem often seems too far away and the numbers too huge. It was also becoming harder to attract monthly donors and sponsors. Because the budgets of charity organizations are small, our message needed to be strong and emotional. We made survey to determine our potential target groups and ended up focusing on: 1) The main target group, composed of women who were more willing to donate to girls in developing countries. Their motive was motherhood, which had made them more sensitive towards global children issues. 2) A secondary group of younger females who were socially concerned but didn’t yet have the financial capacity to donate. We selected a subject that they would pay attention to, and would raise emotions in them. Then launched a collection the world shouldn’t need: maternity wear for a 12-year-old.