Thursday 15 December 2011

Plan UK’s Because I am a Girl campaign - How different would your life be without a birth certificate ?

The global children's charity Plan UK has created a thought-provoking Facebook app that you star in to highlight the issue of the millions of girls across the world whose births go unregistered.  It has already won Digital Campaign of the Week in Third Sector magazine - the UK's leading title for the not-for-profit sector - and is a really thought-provoking way of highlighting an interesting issue, as well as raising funds. Watch the teaser video below and read on to find out more.

PLAN UK is breaking the mould of charity fundraising - by launching the next generation of interactive video app on Facebook.

The “Plan Your Story” application absorbs Facebook users’ key information to create a personalised video storybook that drives people to find out more.

The tale centres on what life would be like if you hadn’t been registered for a birth certificate.

“The aim is to put people in the shoes of the millions of girls around the world whose births are not registered,” says Justin Wylie, Head of Business Development at the international children’s organisation Plan UK. “Without a birth certificate, the user sees how key events in their life would change – for example an inability to prove their age could result in being married off whilst they’re still a child, or being denied the right to go to school .”

Plan teamed up with the award-winning social CRM agency, Neoco, to design, shoot and edit the unique story sequence.

The pages of the book are filled with personal touches – like pictures of the Facebook user’s friends and their likely first crushes that bring home the importance of having a birth certificate.

“We want to bring people into the issue, but we also want to keep it light hearted,” says Mr Wylie. “What’s unique about this application is that, through Facebook, people can get a real connection to important social development issues.”

The new venture is part of Plan UK’s Because I am a Girl campaign which fights for the rights of the 75 million girls worldwide who are not in school.

Application users will be asked to donate £2 to Plan UK’s Girl’s Fund, which supports specialised international projects.

“We’re hoping that this app will really make it easy for people to engage with the campaign and also make a difference for girls in some of the world’s poorest countries,” says Mr. Wylie.

“People will see for themselves that a small donation can help fund projects that will make sure children get a birth certificate, thrive and pursue their education.”

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