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Published on Aug 22, 2012
Leo Burnett London celebrates the power of girls in a striking television and cinema campaign for the development charity Plan International.
The ad, called 'Mass Construction', shows a girl falling through the sky like a missile. She accelerates towards the earth, set to land on an underdeveloped African township, but her impact creates a positive impact on the environment, constructing houses, schools and hospitals, rather than destroying it. The tagline for the ad is 'because I'm a girl', recognising that girls are the key to solving world poverty.
The 60-second ad breaks on CNN this month, and is then launched in UK cinemas from August 23rd - GCSE results day.
Plan campaigns for the rights of girls based on evidence that empowering this most marginalised section of society is the key to solving world poverty.
The charity argues that girls have the power to free themselves and their communities from poverty with education and the right support.
For each year a girl stays in school her income rises by up to 20%. It means she can support herself, her family and invest her earnings back into her community, who'll go on to do the same, generation after generation. She helps everyone, creating a virtuous circle where entire communities break the cycle of poverty.
Leo Burnett London's ad appears ahead of the very first International Day of the Girl (11th October 2012), which has been inaugurated by the United Nations after lobbying by Plan.