In 2004, Plan Canada had rebranded from “Foster Parents Plan”, losing all of their brand equity in the process. Donors were averaging well over the age of 55 and were dwindling in numbers. New, younger audiences were needed for long-term survival of the organization.
Wunderkind worked with Plan Canada to discover the emotional drivers that would attract new donors, and in turn created a whole new brand and national campaign around the Because I am a Girl program to support girls in the developing world.
The resulting marketing and fundraising campaign launched in 2009 and has since attracted and engaged large numbers of new, younger audiences. Most notably, in December of 2011, Plan Canada and the Government of Canada successfully convinced the UN to create the first International Day of the Girl.
Wunderkind has won two Gold Awards at the Cassies Awards for Because I am a Girl, an awards show dedicated to recognizing superior business results achieved through advertising.
Key Elements
Brand Insights & Strategy Campaign Strategy Internet Outdoor Print Radio Social Media Strategic Direction TV Web Development
