McCann to Create Global Brand Strategy for Girls NGO Plan International

By Kyle O'Brien 

Plan International, an independent development and humanitarian organization dedicated to advancing children’s rights and equality for girls around the world, has tapped McCann London to create a new global brand strategy and launch program. McCann will partner with Weber Shandwick’s social impact team and MRM on the program.

The organization stated that McCann’s “Truth 2 Meaning” strategic process and integrated operating system is what the global NGO needed to communicate and align its brand strategy and “make Plan International the global platform of choice for the next generation of influencers, advocates, activists, donors and philanthropists across the world,” according to Plan International’s chief development and marketing officer in Canada, Goody Gibson.

Jessica Tamsedge, managing director, McCann London, said: “We are honored to have been appointed to work with Plan International, an NGO dedicated to creating a brighter future for children. Plan International stands apart for its investment in sustainable solutions the world over and we cannot wait to build a brand around such a compelling truth. A proud moment for McCann Worldgroup.”


Plan International works across more than 75 countries across the world with the goal of creating a more just future for children and equality for girls by working against poverty, violence, exclusion and discrimination. The organization’s previous marketing and branding efforts included the campaign, “Because I Am a Girl,” which ran from 2012 to 2018 and helped influence laws to end child marriage and fund education for girls around the globe, and the “#FreeToBeOnline” equality movement on social media.