PLAN France - “The Erasable Billboard”
|Title||The Erasable Billboard|
|Product Category||Charities, Foundations, Volunteers|
|Campaign Name||Education Right for Girls|
|Country of Production||France|
|Date of First Broadcast/Publication||October 11, 2012|
||Prix de la campagne citoyenne, 2013 (Prix du Public Or) for Associations caritatives & ONG, Droits de l’homme|
|Executive Creative Director
PLAN and its agency CLM BBDO took over Paris' historically symbolic Place de l'Hôtel de Ville on Thursday, October 11th to change the daily lives of millions of young girls who are deprived of their childhood.
CLM BBDO helped PLAN by producing an awareness campaign using a giant, 10-meter long fresco depicting girls who have to work to support their family instead of going to school.
The fresco showed young girls working on a line of sewing machines. Throughout the day, passers-by were invited to erase parts of the illustration to reveal the same girls sitting at a school desk.
This communication operation increased awareness among a wide audience, motivating them to change the fate of the millions of girls without education or a future. Passers-by, politicians and celebrities all took part in the symbolic “erasing”.
75 million girls currently go without an education. The causes include extreme family poverty, violence, discrimination in developing countries and forced marriages.
That's why CLM BBDO, with the international NGO PLAN, is working to give 4 million girls access to high-quality education by 2016