The Honey Partnership Takes Gold in Effie Awards
When you work with a creative powerhouse like hasan & partners, life is never dull. The Finnish agency’s gongs last year included gold award wins for talking elevators and public toilet licking in Eastern Europe.
When we were briefed on the Plan International Suomi campaign, ‘Maternity wear for a 12-year old’, we knew we were onto something big.
The Big Idea
Every year seven million girls in developing countries become pregnant. Our campaign with hasan and Plan International commissioned designer Paola Suhonen to create a six-outfit maternity collection for a 12-year old – a collection the world shouldn’t need.
The ad featured eight-month-pregnant Fridah from Zambia, and was shot by award-winning photographer Meeri Koutaniemi.
Tell the World About It!
Honey was tasked with spreading the campaign as far and wide as possible and to make it known by the people that needed to hear it. We identified the target audience in line with Plan International’s most prominent donors – aged 35-50, 70% women and 30% men. The best social media platform for this demographic being Facebook, we cut and edited the TVC style advert footage to optimise it for the right social channel, then seeded it into large social publishers and trade media to achieve global reach and influence – this is what social media agencies do best.
All-in-all we reached 150 million people and tripled the number of donors. It delivered seven times more sponsors than previous campaigns, so an effective marketing campaign all round.
Today, Plan International’s creative bravery is recognised with a Gold Effie Award, thanks to the Honey and hasan united collaboration.