Plan International's 'Lift Her Up' Campaign Celebrates Women's Day
Laura McQuarrie — March 17, 2016 — Marketing
References: liftherup.plancanada & marketingmag
In celebration of International Women's Day this year, Plan International Canada set up a hologram of a closed-off young girl and encouraged the public to "Lift Her Up."
The hologram was set up in the CF Toronto Eaton Center and featured a girl on the ground hugging her knees, looking small. People passing by could interact with the image of the girl via social media by tweeting a positive message accompanied by the #LiftHerUp tag. As a result, the hologram of the girl would rise to her feet, seeming much more confident in herself.
Initially, the campaign sought to get 30,000 social media posts and that target was quickly reached within the first day. To further the feel-good nature of the campaign, Scotiabank supported Plan International's 'Because I Am A Girl' program by donating one dollar for every positive message shared on social media.
The hologram was set up in the CF Toronto Eaton Center and featured a girl on the ground hugging her knees, looking small. People passing by could interact with the image of the girl via social media by tweeting a positive message accompanied by the #LiftHerUp tag. As a result, the hologram of the girl would rise to her feet, seeming much more confident in herself.
Initially, the campaign sought to get 30,000 social media posts and that target was quickly reached within the first day. To further the feel-good nature of the campaign, Scotiabank supported Plan International's 'Because I Am A Girl' program by donating one dollar for every positive message shared on social media.
Trend Themes
1. Women Empowerment Via Interactive Technology - Innovative use of holograms to encourage social media interactions for empowering women.
2. Social Media for Social Good - Social media campaigns and interactive technology used for supporting and empowering women.
3. Corporate Social Responsibility Goes Digital - Collaborations between NGOs and corporates to use innovative technology for social causes.
Industry Implications
1. Social Media - Social media platforms used to raise awareness and engagement for social causes.
2. Tech and Interactive Technology - Technology used to create innovative and interactive experiences for social causes.
3. Ngos and Corporates - NGOs and corporate collaborations to create and promote corporate social responsibility through technology.
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