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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
childrens
development
organisa=ons
in
the
world
and
Because
I
am
a
Girl
is
Plan's
campaign
to
ght
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=ed
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
Plans
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
Ocially
launching
in
October
2012,
we
needed
to
use
our
presence
at
the
UN
to
start
engaging
the
UN
community
and
Plans
followers
with
the
campaigns
core
goals.
The
experience
The
UN
Summit
nally
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 stula, 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
Elizabeths
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
Elizabeths
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
rst
=me
in
her
life
fall
on
Time
Square,
NYC.
Working together
Campaigning together
Strategies or ideas are worthless unless you can actually implement them. The simplest of things can make a dierence People, when moved, can move mountains Dont 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 nd out more
Please feel free to contact me any=me. Would love to chat more about my TIE experience, Plans work or about development in general
Claire.jackson@jwt.com
And if youd like to support the Because I am a Girl campaign, nd 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.