Plan International uses digital consent boxes to drive home equality message
Plan International’s The Fine Print, from The Gate turns “terms and conditions” into a devastating metaphor for girlhood.
Some of the best campaigns subvert expectations, and The Gate’s effort is a fine example. The contrast it evokes is intended to highlight the restrictions, risks and limits that many girls are born into as if they were hidden clauses they never agreed to.
The ad feels contemporary because it mirrors the commands people already encounter every day online. The inclusion of Lena Headey as the voiceover further helps it land with urgency and authority.
Plan International’s campaign also spells out its mission with some persuasive copywriting: “The world tells us girls are born equal.
Then it quietly hands them a contract they never asked for. A sprawling list of unfair Terms and Conditions that reach into all areas of a girl’s life. Limiting her rights, safety and opportunities.
“Yes, much has changed for girls. But equality is unfinished business. At the current pace, women and girls will not see gender equality achieved in their lifetime. And while the world might be getting comfortable with that, girls aren't and neither are we. The plan is still on, until we are all equal. Will you stand with us?”
The ad succeeds because it elucidates a message in simple terms using familiar, forgettable formalities in a novel way. Tonally, it works too, ultimately asking for recognition rather than sympathy.
Credits
Creative agency: The Gate
Voiceover: Lena Headey
Media: film, stills, print/digital placements including The Guardian
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