PLAN CANADA: Because I am a Girl

Established by Plan International, ‘Because I am a Girl’ is a global initiative that seeks to highlight the importance of investing in the world’s women. When you lift up the women of any community, the organization contends, you lift up the entire community.

Haft2 was engaged by Plan Canada to adapt the international ‘Because I am a Girl’ initiative to the Canadian market, and retain the essence that had made it a global fundraising success, while ensuring it remained compliant to Plan Canada’s newly refined brand look, which we had just developed. Through the selection of an auxiliary brand colour, as well as the development of a new logo and graphic treatments, we conceived an identity that represented strength and energy; empowerment and femininity.

Since our work, the program’s logo and colour have been widely employed across a number of applications including t-shirts, online petitions and a Facebook following of nearly 50,000. The increase in awareness for and revenue to Plan Canada – and in turn the world’s young women – make this initiative easily one of Canada’s most recognizable current humanitarian social movements.