The French-speaking Belgian audience wasn’t familiar with Plan International and the work they do. Time to use the power of video to raise some awareness.
Plan International Belgium
The French-speaking Belgian audience wasn’t familiar with Plan International Belgium and the work they do. But this video (and radio) campaign on football as the driver for social change, changed that.
Sometimes you need to use people who’ve already made a name for themselves to really grab your audience by the feels.
Julie Biesmans, football player of the Belgian Red Flames and Plan International ambassador went undercover as an interviewer in Brussels and Luik. No one knew who she was until the reveal, but they could all name a few of her male counterparts. The looks of surprise exposed the divide between men and women in sports.
July 12, Belgium-Russia, half time. Football fans all over Wallonia suddenly heard the familiar voice of Michel Lecomte. He comments on footage of a female football player working her way through societal obstacles in the form of text-on-screen to score a goal. While he grabbed the attention, her actions did the talking.
By turning the text-on-screen into actual opponents we could personify the social constructs while keeping them ‘faceless’. If you can’t put a face or name to a threat, it feels even more daunting.
t’s about time
The concept of time plays a big role in this video because COVID-19 has had a different impact on people depending on their profession. While the healthcare sector was doing massive overtime, the hospitality industry was at a standstill. It was important to recognize this fact at the beginning of the video because that’s how people felt. It allowed the audience to identify with the message of the video.
The power of projection
The use of a projector allowed us to contain the filming of the cast to one location. We didn’t actually have to put people in front of an airport, or a class. Still, the choice to use a projector on set was an artistic one. By putting our cast in front of a projection, it showed the distance between the normal and the “new normal”. It created a sense of nostalgia, of longing, of hope.
The videos can be seen on Auvio and the different channels of Plan International. With a clickthrough rate of 43%, the campaign was deemed a success.