THE WORK OF ANDREW MOWBRAY: DESIGNER & ART DIRECTOR
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Plan Canada: #LiftHerUp

A digitally led, social media installation to bring attention to women's issues and Because I am a Girl's involvement for International Women's Day.

The power of words

The power of words

For International Women’s Day 2016, we wanted to show the impact that words can have on girls, either to inspire them to great heights, or bring them down and impede their success. This social experiment and public installation shed light on the state of gender equality in Canada and beyond by giving people a common goal to achieve – to use their words to #LiftHerUp.

They said what?!

Our primary awareness driver was our online video, supporting this digitally led, social media installation. Strongly worded, real stories from Canadian women were shared to draw a reaction and encourage participation—either by physically visiting our event, or by pledging support online .

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Social media brought to life

Social media brought to life

The installation ran only on International Women’s Day, alongside real-time social media communication from our brand and a landing page within PlanCanada.ca to highlight the impact and convert participants into donors or volunteers. In that single day it generated over 30,000 social media posts, over 100,000 in the full week it ran.

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Spread the word

Spread the word

Before the big day we launched the campaign and created interest with a half-page ad in the Globe & Mail and a stirring YouTube pre-roll and shareable video. And for the event day we planned to distribute these NFC enabled take-away cards to encourage even more sharing.

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