Plan Canada – Because I am a Girl

Agency: Wunderkind

Section I — BASIC INFORMATION

Business Results Period (Consecutive Months): July 2009 – June 2010

Start of Advertising/Communication Effort: September 2009

Base Period as a Benchmark: July 2008 – June 2009

Geographic Area Covered: GTA/Ontario; national on specialty TV and select print

Annual Budget Range: $1 million

Section II — SITUATION ANALYSIS

a) Overall Assessment

Founded in 1937 Foster Parents Plan was a well known and highly respected NGO with over 100K monthly recurring donors and more than $100 million in annual revenues. The organization underwent a name change in 2004 to "Plan Canada" following a rebranding exercise at the international level several years earlier. The impact was significant with both aided and unaided brand awareness numbers dropping to the single digits.