Revolutionizing a respected NGO brand for a new era
Revolutionizing a respected NGO brand for a new era
Demonstrates how we can empower organisations to tell a story that speaks powerfully to the public.
Deliverables
- Brand purpose
- Brand narrative
- Communications strategy
- Campaign concept
- Team alignment
Business Problem
Despite being one of the world’s most respected humanitarian organizations, Plan International was not well understood as a brand and was often mistaken for competitors such as World Vision. Plan also needed a new positioning and narrative that would bring to life its core mission - advancing children’s rights - and overcome a key barrier: their messaging and communications to the average donor was far too technical and complex.
The new narrative, called ‘Defy Normal’, served as a rallying cry for people to no longer turn a blind eye to children and girls whose rights are routinely denied, dismissed or violated.
Idea
By using L'Institut’s proprietary Structural Mapping Process® (SMP) in concert with the Humanise collective’s creative chops, we helped the NGO not only rally its internal stakeholders around a new organizing idea, but also communicate it to the public through the largest campaign in the organization’s history. The new narrative, called ‘Defy Normal’, served as a rallying cry for people to no longer turn a blind eye to children and girls whose rights are routinely denied, dismissed or violated.
Impact
Defy Normal unfolded through a 30-second TV spot on major stations, a two-minute film that aired in over 170 theatre screens, and placements in OOH, on digital boards, and on digital platforms via YouTube, social media and on Plan’s campaign page. This resulted in double-digit growth in awareness for the Plan International brand in Canada, the most significant jump in awareness the organization has ever seen.
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