Best Branded Content Campaign at the Notable Awards

TORONTO–Plan International Canada’s national multi-channel campaign ‘Defy Normal’ won Best Branded Content Campaign at the Notable Awards, presented by Notable Life this week. The new campaign calls on Canadians to take a stand anywhere children are oppressed, exploited, left behind and anywhere girls aren’t equally valued. When normal is girls denied their rights, ‘Defy Normal’ challenges societal norms and urges audiences to no longer turn a blind eye to this inequality. Plan International Canada nomination was a sign the bold message resonated with many Canadians.

Plan International Canada, in partnership with creative agency, Blueblancrouge, launched its ambitious campaign this past October to powerfully demonstrate that millions of people, especially children and girls have been left behind and this is considered ‘normal’. The campaign urges Canadians to join Plan International Canada in the fight for girls’ rights and equality for children around the world.

“Whether it’s airing on the TV or showcased across large digital boards, we are filled with pride every time we see our Defy Normal campaign in action, and winning Notable’s Best Branded Content Campaign after less than two months in market validates how important it was for Plan International Canada to challenge the status quo,” says Caroline Riseboro, President & CEO of Plan International Canada. “Defy Normal is not a singular campaign – it will be embedded into our future initiatives as we continue to come together to create a world where everyone can unleash their full potential.”

The Defy Normal brand campaign includes a 30-second TV spot on major television stations, a two-minute film to air in cinema on over 170 screens, super boards in major cities, large digital boards in Dundas Square and in Toronto’s Financial District, YouTube pre-roll, and more. The campaign drives audiences to the landing page at where Canadians are encouraged to learn more, donate and join the cause.

About Plan International Canada
Plan International Canada is a member of a global organization dedicated to advancing children’s rights and equality for girls. We have been building powerful partnerships for children for over 80 years and are now active in more than 70 countries.

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