Plan International Canada’s Girls Belong Here program is designed to empower girls to see themselves as future leaders, fostering a generation of girls and women who will break barriers and challenge stereotypes. As Plan International Canada’s Agency of Record, Paradigm is responsible for generating awareness of the program in order to attract new corporate partners and to engage girls to participate in future years. Paradigm developed a national and regional media relations campaign, securing interviews with Plan International Canada’s youth ambassadors and executives. The campaign generated close to 250 news stories and social posts with 12,245,084 impressions.
