Every girl, wherever she lives in the world, should have the opportunity to grow up safe, happy and healthy. That is what Plan International Belgium is striving to achieve with its campaign ‘Unlock the power of girls’. And this also explains why the organisation is trying to find as many new Plan Parents as possible. It’s a great way of giving a child and the entire local community a boost. And it is just as enriching for you. Talk about a win-win situation…
When you support girls, you start a positive spiral. Because if they can go to school, they increase their chances of finding a better job later in life and earning more. Money that they invest in their family and their community. In other words: if you help girls, you can change an entire society in the long run. Choco decided against showing poverty, choosing to put strong and fierce girls in the spotlight instead. Because girls have got the power, from the day they are born.
Choco conveyed this message with an emotional, empowering TV ad: we see a lot of baby girls, around the world, in all their glory: vulnerable and yet so energetic, with eyes wide open and ready to build a life for themselves – a message that is proudly conveyed on their onesie: ‘I’ve got the power’. And that is also the message of the voice-over by Koen Wauters, an ambassador of Plan International Belgium who has been a Plan parent for many years. He conveys that message with such passion that you have no other option than to become a Plan parent yourself.
Choco developed a specific ad for online communication, in which the viral role of Koen Wauters is maximised. As an ambassador of Plan International Belgium, he visits a number of mums in maternity wards. He has a message and a gift for each one of them: the onesie we used in our TV ad. His message is crystal-clear: girls have got the power, they just need to develop it. And we can help them do this. Interested in finding out how? Take a look at planinternational.be.