Plan International UK - Back Her To Back Herself

Plan International UK asked us to launch a new Child Sponsorship platform that re-energised child sponsorship by centring girls’ rights and education. The key insight was that audiences respond to potential, not pity - to inspire action, girls needed to be shown as empowered and in control of their own stories.

We turned the familiar “first day of school” ritual into a universal moment, told by girls themselves.

Her First Day is a 90-second international film following 33 girls across eight countries on their real journeys to school. Halfway through, the camera is handed to the girls, putting them in control of the narrative. The campaign launched Plan International UK’s new Sponsorship platform, Back Her to Back Herself, rolling out across TV, digital and social.