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Case Study: How We Raised Awareness About Gender Equality Rights Through Influencer Marketing

Nancy Chu
Written By
Nancy Chu
Published On
Sep 17, 2018
Plan International Canada's Logo

Plan International Canada is an independent global organization that strives to advance children’s rights and equality for girls. For over 80 years, they have been building powerful partnerships and advocating for children and are now active in over 70 countries. They asked us to help them Change The Birth Story through Influencer Marketing to create educational content that generates interest, increases awareness, and that encourages sign-ups for their Change The Birth Story initiative geared at raising awareness about gender equality rights, sexual and reproductive health and rights, and maternal and infant health.

sign your name to the change the birth story campaign

sign your name to the change the birth story campaign

Prepared by The Influence Agency

What Is The Change The Birth Story Campaign?

Plan International Canada’s Change the Birth Story initiative is all about raising awareness on several key topics such as sexual and reproductive health and rights, maternal and infant health and gender equality in countries like Bangladesh, Ghana, Haiti, and Nigeria.

Plan Canada Mother and Baby

Complications from pregnancy and childbirth are the leading cause of death for adolescent girls aged 15 to 19 around the world. Gender inequality and the lack of power women have over their own bodies and decisions, is at the heart of these barriers.

Plan International Canada works to transform gender relations by empowering women and girls as leaders of change for gender equality and to engage men and boys as partners in this change.

Finding The Right Influencers

We partnered with 4 Mom InfluencersElle Lindquist, Amanda Muse, Joanna Venditti, and Tina Jhall, as well as co-host of HGTV Canada’s “Love It or List It Vancouver” and Former Bachelorette, Jillian Harris to increase awareness, engagement, and signups for the Change The Birth Story Campaign.

They produced a mix of YouTube videos, Instagram posts, Instagram stories, blog posts, Tweets, and Facebook posts to help spread the word.

Changing The Birth Story with Jillian Harris

Jillian Harris Blog Post

Changing The Birth Story with Elle Lindquist

https://www.youtube.com/watch?v=QaDfb5gV30c&

View this post on Instagram

#DadGoals One of the things I love about Dan is how plugged in he is as a father. This is a skill he learned growing up and it’s a skill he’s passing onto our boys and I think it’s a crucial one. It’s just one of the reasons why I’m so happy to partner with Plan International Canada! They started an initiative called Daddy’s clubs in countries like Ghana and Senegal, where staff work with men and boys together for them to foster an understanding of the important role fathers, husbands and male peers play to support the health and empowerment of women and girls. They equip them with information they need to be active partners in the road to gender equality. They learn about health issues, gender equality and much more. It’s just one of the ways that @PlanCanada is helping to #ChangetheBirthStory and you can too! Visit the link in my bio to add your name in support and help change the birth story! #PlanCanadaPartner

A post shared by Elle Lindquist (@elle.lindquist) on

Changing The Birth Story with Amanda Muse

Changing The Birth Story with Joanna Venditti

https://www.youtube.com/watch?v=mFgdyRcXL2U

View this post on Instagram

Recently, I announced that I have partnered with Plan International Canada – a gender equality and children’s rights organization – in support of their #ChangeTheBirthStory campaign to raise awareness of life-threatening gender issues faced by women and girls in in countries like Ghana and Haiti, and how Canadians can help. Last month, I had the opportunity to visit Plan International Canada’s travelling exhibit and learn more about how innovative programs are being used in countries around the world to increase awareness of issues affecting maternal, newborn and child health, as well as sexual and reproductive health and rights, while helping to educate and empower communities through gender equality. Head to this link https://goo.gl/fHke5K to sign your name and show your support for this important work! #PlanCanadaPartner

A post shared by Joanna Venditti (@nestingstory) on

Changing The Birth Story with Tina Jhall

View this post on Instagram

Did you know that in some developing countries, Rickshaw Ambulances are used to carry pregnant women, children and those in need of care to local health facilities? (If you missed my IG story about this last week, swipe for more photos!) Many women and girls in developing countries such as Bangladesh have limited transportation means to access critical, and sometimes life-saving, health services. A Rickshaw Ambulance is just one of the ways that @PlanCanada is working to Change the Birth Story. Everyone can play a role in promoting gender equality, and you can help make a difference too! Your name has the power to #ChangetheBirthStory – click the link in my bio to learn more. #PlanCanadaPartner Visit https://goo.gl/RdjQpr to learn more and sign your name.

A post shared by Tina – Mom Boss Of 3 (@mombossof3) on

The Results

The success of influencer marketing to help Change The Birth Story has surpassed its initial sign up goals and the initiative stirred up thought-provoking conversation and comments that generated awareness about the amazing work that Plan Canada is doing to make a change.

Striving for equality is at the heart of Plan International Canada’s programs. They work to transform gender relations by empowering women and girls as leaders of change for gender equality and to engage men and boys as partners in this change.

Every Canadian can play a meaningful role in promoting gender equality and the rights of all women, adolescent girls and children around the world.

Your name has the power to change the birth story. Please take a moment and sign your name to help Change The Birth Story today.


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