What if we could erase discrimination?
This afternoon I had the pleasure to sit on the jury for 2013’s best non-profit campaign award. Called the “Prix de la Campagne Citoyenne” the award is organized by the AACC (the French advertising trade association) in partnership with BNP Paribas, French public Television, the City of Paris, Metro newspaper, and Brief (a public communications monthly). I cannot yet reveal the big winner until April 18th, however, I would like to share one campaign that I particularly loved. Created by CLM/BBDO for PLAN, an NGO present in 50 countries that fights for the rights of children living in extreme poverty, this particular campaign aimed to raise funds for the organization as well as awareness of the education disparity between girls and boys worldwide. According to PLAN some 75 million young girls are not enrolled in school, rather, they are far more likely to be working in factories at a young age instead of pursuing an education.
order to raise awareness on this subject, a mural portraying young girls working in a factory was erected in Paris and Berlin on International Girls Day (October 11th). Volunteers for PLAN stood by the mural encouraging passersby to make a donation to the organization. In return, they were given an eraser that they could use to erase the image on the fresco. Bit by bit, the scene of young girls toiling in a factory was replaced by a tableau of the same girls in a classroom. PLAN hopes that by 2016, they will be able to raise enough funds to provide a quality education for 4 million young girls.
The last time the city of Paris gave out the award for best non-profit campaign was in 2011. The prize went to TBWA\Paris for it’s film “Death Penalty” for Amnesty International (for more information, see my blog post on this topic).