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TIE  Case  Study  

Claire  Jackson,  from  JWT,  worked  with  Plan   Interna=onal  at  a  UN  summit  to  advance   girls’  rights  in  the  developing  world.  
February  2012  

Background  
Plan  is  one  of  the  largest  children’s  development  organisa=ons  in  the  world  and  ‘Because  I  am  a   Girl’  is  Plan's  campaign  to  fight  gender  inequality,  promote  girls'  rights  and  liP  millions  of  girls   out  of  poverty.     Across  the  world,  girls  face  double  discrimina=on  due  to  their  gender  and  age,  leaving  them  at   the  boRom  of  the  social  ladder.  Girls  are  less  likely  to  go  to  school,  have  access  to  medical  care   and  food.  They  experience  more  violence  and  sexual  harassment  and  are  forced  to  work  hard  on   domes=c  chores,  limi=ng  their  opportuni=es  to  develop.   Every  year  Plan  sends  a  delega=on  to  a  United  Na=ons  Summit  on  Women  and  Girls’  Rights  in   New  York  (The  Commission  for  the  Status  of  Women).  This  is  an  opportunity  for  Plan  to  raise   awareness  of  its  work  and  lobby  for  interna=onal  policy  change.       In  recent  years,  Plan  have  created  a  unique  plaXorm  for  young  girls  to  speak  for  themselves  at   the  UN  by  invi=ng  young  girls  from  programme  countries  to  travel  to  New  York  and  take  part  in   the  Summit.    This  is  a  rare  opportunity  for  these  girls  to  make  their  voices  heard  on  the  issues   that  maRer  to  them  most….  

The  Challenge  
Based  on  experience  from  previous  Summits,  Plan  iden=fied  the  need  for  a  more  concerted   communica=ons  strategy  and  addi=onal  communica=ons  resource  for  the  future  2012  UN   Summit.  They  would  need  to  maximize  their  presence  and  provide  beRer  support  to  the  girl   delegates  in  raising  awareness  of  the  core  girls’  rights  issues.   My  TIE  placement  with  Plan  Interna=onal  began  in  December  2011,  working  with  their  team  in   London,  to  put  a  strategy  and  ac=on  plan  together  for  the  Summit  in  February  2012.                                                           This  centred  on  the  following  TWO  key  tasks:   •  Provide  communica5ons  and  social  media  training  for  Plan’s  amazing  girl  delegates;   Age  15-­‐17yrs,  these  nine  girls  had  travelled  to  New  York  from  their  homes  in  rural  parts  of   Sierra  Leone,  Malawi,  Cameroon,  Pakistan  and  Cambodia.  From  dusty  villages  to  down-­‐town   New  York,  each  had  powerful  stories  to  tell  but  would  need  communica=ons  training  to  help   package  and  disseminate  these  for  all  to  see.     Sow  the  seeds  of  awareness  for  the  ‘Because  I  am  a  Girl  campaign’     Officially  launching  in  October  2012,  we  needed  to  use  our  presence  at  the  UN  to  start   engaging  the  UN  community  and  Plan’s  followers  with  the  campaign’s  core  goals.  

• 

The  experience  
The  UN  Summit  finally  arrived.  Touching  down  in  NYC,  we  pitched  camp  at  the  UN  Millennium   Hotel  and  spent  the  next  10  days  working  around  the  clock  with  the  nine  girl  delegates  to  prepare   their  speeches  for  UN  events,  tweet  their  ac=vity,  craP  stories  and  upload  these  to  our  campaign   blog;  hRp://bcimagirl.tumblr.com/   Once  the  girls  were  asleep,  we  draPed  press  releases,  pitched  media  stories  and  worked  with   journalists,  such  as  Marianne  Pearl,  to  get  the  girls’  stories  out  to  the  world;   hRp://www.plan-­‐uk.org/news/blogs/guest-­‐bloggers/mariane-­‐pearl-­‐un/   There  was  sweat,  there  were  tears,  there  were  highs  and  there  were  lows  but  if  I  could  share   anything  from  our  10  days  in  New  York,  it  would  be  the    following……  

The  memories...  
Fatmata,  17  years  old  from  Sierra  Leone,   speaking  at  a  UN  Women  panel  on  the   issue  of  Early  and  Forced  marriage;   “I  stand  on  behalf  of  the  rural  girls  in  

my  country  in  Sierra  Leone  to  say  we   have  right  to  decision  making  as  to   who  to  get  married  to…”  

Fatmata,  silenced  the  audience  with  her   story  of  a  13  year  old  friend  who  was   forced  into  marriage  with  a  47  year  old   man.    She  fell  pregnant,  contracted  fistula,   lost  the  child  in  birth  and  was  then   divorced  by  her  husband.  Last  Fatmata   heard,  her  friend  was  s=ll  in  hospital  and   her  life  was  uncertain.  

The  memories…  
The  look  of  pure  pride  on  Elizabeth’s  face,  age   15  from  Malawi,  as  she  presented  her  own   story,  in  her  own  words,  typed  by  herself  on  a   borrowed  laptop.  Two  hours  before  she  had   never  used  a  computer  before.     Read  Elizabeth’s  own  story  for  yourselves  on   our  blog:  hRp://bcimagirl.tumblr.com/  

The  memories…  
Maryam,  age  15  years,  from  rural  Pakistan,   who  saw  snow  for  the  first  =me  in  her  life  fall   on  Time  Square,  NYC.  

And  the  rest…..  

Working  together  

Campaigning  together  

And  making  las=ng  friends….  

The  learnings  (at  least  a  few  from  the  hundreds)….  

•  •  •  • 

Strategies  or  ideas  are  worthless  unless  you  can  actually  implement  them.   The  simplest  of  things  can  make  a  difference   People,  when  moved,  can  move  mountains   Don’t  underes=mate  how  fast  a  15  year  old  from  rural  Malawi,  who  has  never  seen   a  computer,  can  learn  to  use  one  (2  hours)!!!!  

To  find  out  more…  

Please  feel  free  to  contact  me  any=me.  Would  love  to  chat  more  about  my  TIE  experience,  Plan’s   work  or  about  development  in  general…  

Claire.jackson@jwt.com  

And  if  you’d  like  to  support  the  Because  I  am  a  Girl  campaign,  find  out  more  here:   hRp://www.plan-­‐uk.org/what-­‐we-­‐do/campaigns/because-­‐i-­‐am-­‐a-­‐girl/  

Thank  you  so  much  to  Philippa  (TIE),   Jon  and  Jeremy  (WPP),  Waris  and   Emily  (Plan)  and  Fatmata,  Teresa,   Elizabeth,  Loyce,  Alishba,  Maryam,   Fabiola,  Keang  and  Len  for  making   this  happen.