Shine has been appointed by Plan, the children's charity that works with communities in 50 developing countries to alleviate child poverty and promote child rights, to lead a new brand building strategy for the organisation in the UK.

 

Shine1, our planning and strategy unit will initially lead the development of Plan’s first integrated brand campaign, through a multi-stage research and development process, including in depth consumer quantitative and qualitative research, ensuring that the campaign is built on comprehensive insight.

 

Shine’s proprietary statistical research suite, ShineStat, will also be employed to understand the optimum channel and media mix, and will be used to develop the campaign’s business plan; tying and connecting marketing spend to predicted fund-raising.

 

Upon completion of the plan, Shine will then deliver the integrated programme across multiple channels including advertising, experiential, public relations and social media.

 

Leigh Daynes, Plan’s Director of Advocacy, Campaigns & Communications, who oversees the brief, commented: “Embarking on an integrated brand building campaign to raise both awareness and support is an exciting first for Plan. It signals a step-change in our marketing communications, and reflects our ambitions to become a household name that promotes children’s rights and fights poverty across the world”.