Plan International's main focus

This new campaign for Plan International is a quietly powerful reminder of the individual consequences that large scale crises, such as war, famine and natural disaster, can create.

Such crises are covered extensively by the media, but often the aftermath and long-term consequences are not. Bureau Oslo's campaign narrows the focus of some of these events to show how often it's children, and even more often young girls, who suffer unseen.

Directed by Tomas Jonsgården through B-reel Films, the 60-second spot, and three additional 40-second versions, show the sometimes hidden victims of these events, and tells us how Plan International stays on the ground long after the cameras and media turn their attention elsewhere. 

“The idea is simple, because it’s true," says Snorre Martinsen, Creative Director at Bureau. "It’s what clearly differentiates Plan International from other NGOs. They have an extra focus on girls. No matter the crisis. Tomas and the team at B-reel managed to get the idea across so elegantly.”

“When I read this idea, I immediately saw news images in my mind," adds Jonsgården. "Crowds of men stepping forward, speaking up, taking space. And the girls? They’re almost never there. Not because of the media, but because society is built in a way that pushes them back. That absence says everything, and it’s exactly why Plan International is needed. For the sake of the girls.”