MATERNITY WEAR FOR A 12-YEAR-OLD

Short List
ClientPLAN INTERNATIONAL FINLAND
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 . .
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.