How Porter Novelli helped Plan International emerge from obscurity and rally half a million people to their cause.
Plan International's mission is to improve the lives and opportunities of young girls across the globe. Despite a well-known global profile, less than 1% of Americans had heard of the organization—a major obstacle as they prepared to launch the education-focused “Because I’m a Girl” initiative in the United States. Plan International asked Porter Novelli to help them execute a sweeping public relations execution ahead of the launch.
Inspired by their cause, we evaluated every conceivable strategy and influencer opportunity, painstakingly building a cadre of top ambassadors, and a host of features events. While we tapped into celebrity connections from Hollywood to Wall Street, our qualifications went beyond mere fame: we searched for spokespeople who would be passionate about the topic and develop long-term relationships with the organization. With the right people in place, and top billing and international coverage secured for them, we accessed broader influencer networks, such as Huffington Post and BlogHer, using digital ambassadors to spread the message to large networks online. Day in, day out, we made sure every aspect of every plan was executed for maximum impact.
million+ national broadcast views
thousand people taking desired action for “Raising Your Hand for Girls’ Education”
million+ unique visitors each month to 7 articles posted by advocates on Huffington Post