Creating word on the street
Plan, one of the world’s largest children’s charities, retained onechocolate to launch a Xmas campaign to drive awareness for the Plan UK brand and specifically the Sponsor a Girl campaign.
onechocolate collaborated with Plan UK and Harvest Digital to create ‘Girls Without Voices’ (GWV), a fully integrated campaign designed to raise awareness of the discriminations girls face in the developing world.
GWV had two major activity streams to ensure a wider penetration of the market: working with chick-lit author Kathy Lette to launch new research about how British women felt about their education and a one off, pop-up celebrity carol concert with a difference in Trafalgar Square.
Plan reported “best ever” recruitment results of new sponsors over the campaign period with over 43 pieces of breakout coverage with a combined circulation of 108m. High profile celebrities were recruited including Camilla Dallerup (Strictly Coming Dancing) and legendary soul icon Kym Mazelle and the programme drove a noticeable increase in traffic to the Sponsor a Girl website with tweet support from celebs including Phillip Schofield.
