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Plan International Canada Case Study

How We Won the Best Integrated Not-For-Profit Campaign for
Plan International Canada

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Marketing Effectiveness Award Logo

2021 Summit International Award Winner

68K+

Organic Reach

127K+

Organic Impressions

9%

Engagement rate

Marketing Effectiveness Award Logo

2021 Summit International Award Winner

About Plan International
Canada

Plan International Canada is a member of a global organization dedicated to advancing children’s rights and equality for girls. They have been building powerful partnerships for children for over 80 years and are now active in more than 70 countries.

Plan International Canada's mission is simple - they believe in a world where children's rights are respected, and girls are equal. One of their powerful movements called Change the Birth Story aims to raise awareness on reproductive health, maternal and infant health, gender equality, collect more signatures on the Change the Birth Story website, and prevent the death of hundreds of women due to birth complications. This program saves lives — and this is how The Influence Agency helped Plan Canada accomplish their mission through the power of influencer marketing.
Plan International Canada works with children, young people, supporters and partners to tackle the root causes of barriers facing girls and all vulnerable children.

Plan International Canada Instagram Profile - The Influence Agency
Plan International Canada's Mission Equality - The Influence Agency

The Opportunity

Approximately 2 million girls under the age of 15 in countries like Bangladesh, Ghana, and Haiti get pregnant every year. In many developing countries around the world, complications from pregnancy and childbirth are far too common and one of the leading causes of death for adolescent girls aged 15 to 19 around the world.

To help Change the Birth Story, Plan International Canada works in close partnership with communities, health facilities, and governments to increase access to and quality of services for women, adolescents and children.

Through Influencer Marketing, Plan International Canada hoped to raise awareness on several key topics such as: sexual and reproductive health, maternal and infant health, gender equality, as well as increase the number of names signed on the Change the Birth Story website.

Change the Birth Story - The Influence Agency
Barriers Facing Girls & All Vulnerable Children - The Influence Agency

The Solution

We partnered with nine diverse Canadian influencers who are moms, dads, trailblazers, healthcare workers, and youth to address the topic of gender inequality and to share why this issue is important to them, and how their audience can help.

Each Influencer spoke about a different topic relating to gender inequality through Instagram feed posts and Reels. The influencer content drove people to the Change The Birth Story website where they could sign their name in support of the program.

Change The Birth Story Influencer 9 - The Influence Agency
Change The Birth Story Influencer 2 - The Influence Agency
Change The Birth Story Influencer 1 - The Influence Agency
Change The Birth Story Influencer 3 - The Influence Agency
Change The Birth Story Influencer 4 - The Influence Agency
Change The Birth Story Influencer 8 - The Influence Agency
Change The Birth Story Influencer 7 - The Influence Agency
Change The Birth Story Influencer 6 - The Influence Agency
Change The Birth Story Influencer 5 - The Influence Agency
Change The Birth Story Influencer 5 - The Influence Agency

Summit International Award Winner

SIA 2021 Winner Logo

Plan International Canada was awarded Best Integrated Campaign, Not-for-Profit in 2021 for the Change The Birth Story campaign.

The Summit Awards organization dedicates itself to recognizing excellence in the communications and marketing industry and is the oldest and most prestigious organization administering marketing awards exclusively for firms with limited billings.

The Summit Creative Award (SCA) – Recognizes creative excellence in advertising and marketing companies. The SCA for Best Integrated Campaign, Not-For-Profit was awarded to Plan Canada’s #ChangeTheBirthStory campaign, where we partnered with Moms, Dads, Trailblazers, and Youth influencers to spread awareness.

Total Results

The Change the Birth Story campaign by Plan International Canada was a resounding success,

and it is a testament to the power of influencer marketing to raise awareness about important social issues and achieve real-world impact.

68K+ Organic Reach

127K+ Organic Impressions

11K+ Organic Engagements

9% Engagement Rate

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