Plan: #LiftHerUp
DIGITAL CREATIVE DIRECTOR
Lift Her Up for Plan International Canada was a single-day activation for International Women’s Day that saw astounding engagement beyond our projections and numerous features from Huffpost to TrendHunter.
Rooted in the insight that women face an extraordinary amount of verbal abuse online, we devised a plan to flood the internet with words of affirmation, empowerment, and encouragement.
A digital and social campaign, the centrepiece included a life-sized hologram of a girl whose body language would change based on social media sentiment. Would audiences lift her up or keep her down?
More from Lift Her Up
This single-day, tech-driven project tracked not only the emotional sentiment of users who posted using #LiftHerUp, but also tracked keywords, locations, and number of participants in real-time. At one point we had nearly 65,000 people talking about our campaign with brands like Dove and numerous celebrities and political figures getting in on the action. Scotiabank was our partner, and they donated over $30,000 to the cause.