HAGENS was involved in the father-daughter campaign that Dawn developed for Plan Nederland. In the campaign, Plan Nederland stressed the important role of fathers in the developmental opportunities of their daughters. HAGENS was responsible for both the development of the PR strategy as the execution. The emphasis was on a free publicity as well as a media buying process.
For our PR strategy we took an influencers approach where we selected three engaging daughters of famous fathers. The daughters, Isa Tan, Moïse Trustfull and Charlotte ten Brink, took on a project trip to Ghana as ambassadors of Plan Nederland. Capturing the lives of girls in Ghana through the eyes of the ambassadors yielded interesting stories, vlogs and photos.
We reached two million unique individuals with the PR campaign, and generated free publicity providing an ROI of over 30 to 1.
Campaign film: Dawn