| Wunderkind Inc. |
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| (Redirected from Cool Virtual Agency) |
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| Issue-Founded in 1937 as Foster Parents Plan, the organization rebranded in 2004 to “Plan International” and “Plan Canada” for the Canadian unit. Plan Canada has annual revenues of approximately $100MM and is a highly respected international development NGO (non-governmental organization). |
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| “Plan Canada” had very low unaided awareness and had a need to differentiate from well-known competitors such as World Vision. As well, the donor audiences for Plan Canada were overwhelmingly 50+, thus putting the long-term sustainability of fundraising at risk. A fresh approach and a distinctive value proposition was required that would propel Plan Canada into the limelight and attract new audiences. |
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BIAAG logo. The logo and identity standards were developed by Paul Haft and his team at Haft2. |
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| Insight |
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| Two Structural Mapping Process (SMP) projects were conducted by strategic consultancy Scientific Intelligence to reveal the “permission space” for the Plan Canada and for Because I Am A Girl (BIAAG), Plan’s girl-focused project. The BIAAG mapping revealed that this new brand must be a refreshing and inspiring “antidote” to the pity-inducing, documentary-style messaging from traditional humanitarian organizations. The map also indicated that the campaign needed to “pivot” from a hard-hitting messaging about the “plight” of girls, quickly into an inspiring message about the “power” of girls to change the world when they’re given the chance. |
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| Impact |
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| Wunderkind and Plan immediately developed a new signature line and rallying cry for the organization: “Plan to change the world.” This rallying cry was immediately ratified and embraced by Plan employees and stakeholders, and set the stage to reposition Plan in the marketplace. |
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| Wunderkind then developed an integrated trans-media campaign for Because I am a Girl, the first new “product” under the repositioned Plan brand, and launched the campaign in September of 2009. The work included a sophisticated microsite, traditional, ambient and outdoor media, media sponsorship, events, a public relations tour and a host of other channels and tactics (see below). Wunderkind integrated multiple agencies and partners into this project’s implementation, including : Haft2, The Secret Location, Global Mechanic, Momentum, Radke Films and its Group of Companies, and Rocket Boys. |
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| The microsite generated over 60,000 unique visitors in the first two months and approximately $300,000 in donations and merchandising. Audiences were primarily girls and young women, age 11 to 30, thus engaging whole new audiences for Plan. |
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| The entertainment giant Corus Entertainment has now named Because I am a Girl the key sponsor/cause for an extensive “Moms and Daughters’ concert tour across Canada, slated for summer of 2010 and to include major stars such as Reba McIntyre. BIAAG has captured the attention of many Canadians, and is indeed being received as an “antidote” to traditional charity messaging and to the problem of global poverty itself. |
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| Print Materials |
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| Outdoor and Indoor Posters |
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| Wild posting, both legal and 'illegal', adorned high traffic locations across the GTA - particularly near schools and malls, where girls and/or moms congregate. Posters were among the first pieces to introduce the cause and campaign, and elicited a strong positive response from women and girls. |
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| Pole Postings |
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| Subway Posters |
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| Posters in the Toronto TTC system introduced the cause to hundreds of thousands of commuters. |
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| Door Hanger |
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| Two-sided door hangers were placed on the doors of thousands of Toronto homes in middle-class and more affluent neighbourhoods. |
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| Magazine Ads |
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| Full-page ads appeared in publications such as Today's Parent and Chatelaine, with heavier copy, allowing readers to learn more in-depth about the cause of girls in the developing world. |
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| ViVa Magazine Ad and Chatelaine Magazine Ad |
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| Digital |
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| Website |
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| A complete microsite was developed in conjunction with web development firm Momentum/Onyx and trans-media creative shop The Secret Location, where audiences viewed animated videos that introduced the cause and how to utilize each section of the site. |
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| Downloadables |
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| Downloadable desktop wallpapers and images were made available on the website. |
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| Online Advertising |
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| Flash and static banner ads appeared on high traffic mom and daughter sites, ranging from YTV and MTV to Today's Parent Online and Chatelaine. |
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| Vervegirl Magazine-Website Showcase |
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| School Tour |
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| A school tour was launched across Ontario by non-profit The 411, reaching upwards of 15,000 teen/tween girls, with collateral developed by Wunderkind directing audiences to the site. |
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| Retail Partnerships |
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Two pre-existing retail relationships with Plan came to the fore with BIAAG promotions and events, for which Wunderkind developed collateral materials |
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| Danier - Postcard (Front and Back) |
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| Olsen - Manifesto Postcard (Front and Back) |
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| TV & Radio Ads |
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| A :30 animated TV spot, developed as a collaboration with Vancouver animation house Global Mechanic, was aired on specialty shows and network news shows. A :30 radio spot, mirroring the "manifesto" print ad, aired on various Toronto radio stations with large mom audiences. |
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| TV Ad-Spot#1 |
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| TV Ad-Spot#2 |
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| Documentary Film |
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| A documentary film tour across Canada and subsequent 30 minute film, “BIAAG: Documenting a Movement”, were organized, and produced by Veritas Communications and Family Style, a company within the Radke Film Group. The film, focusing on the power of Girls across Canada, is being premiered at the 2010 Sprockets Film Festival, as well as being showcased in Cineplex Odeon and Empire theatres across Canada in September 2010. |
BIAAG: Documenting the Movement |
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| Celebrities |
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| For Plan Canada’s Because I Am A Girl Campaign , PR firm Holmes Creative Communications led the charge on celebrities, engaging a range of artists, entertainers and Olympic athletes to actively promote the cause with their fans. |
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| Other Partnerships |
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| A collaborative effort of Plan Canada, Wunderkind and Plan advisors engaged a diverse and enthusiastic group of media and corporate sponsors. The relationship with Corus Entertainment resulted in BIAAG being named the title sponsor for the CMT Moms and Daughters Tour slated for summer of 2010, with Reba McIntyre as headliner |
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