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Plan Canada Case Study: Change The Birth Story

When you have a plan, you have a chance to change the story for the better — this is how Plan Canada is advancing children’s rights and equality for girls all across the globe. Their powerful movement 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.

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 works with children, young people, supporters and partners to tackle the root causes of barriers facing girls and all vulnerable children.

The Problem

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.

The Solution

We partnered with Influencers in the categories of Moms, Dads, Trailblazers, 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 Posts, Stories, and an educational IGTV. The Influencer content drove people to the Change The Birth Story website where they could sign their name in support of the program.

The Categories

Every day, 830 women
and girls die from
complications related to
pregnancy and childbirth.

Total Campaign Results

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