Plan International USA wanted to expand its U.S. brand, and they felt a nagging sense they should engage in #MeToo given their global work on gender issues. They asked M+R to develop a strategy that would elevate their brand in the U.S. as well as set the tone for broader organizational shifts in advocacy and programming.
We recommended Plan commission a major new opinion poll of youth in the U.S. to create a break-out moment and to kick off a series of youth-led events. The research would establish Plan’s credibility and maintain their reputation as a fact-based organization, and the subsequent activities would engage social influencers, raise Plan and its CEO’s profile, and build partnerships with related experts and peer organizations.
A full page NYT spread online and in print; more than 43 stories in Vox, The Washington Post, USA Today, ABC’s Good Morning America, Salon, Jezebel, Education Week, Nylon and Fortune; and tweets about the findings by dozens of reporters like Rebecca Traister at New York Magazine and Tamar Charney at NPR, celebrities like Tracee Ellis Ross, Yara Shahidi and Justin Baldoni, girls and youth activists like Winter Minisee (a Women’s March youth leader) and Mari Copeny (Little Miss Flint), and partners in the field like Girls Inc., Black Girls Code, and Girl Up.