Putting gender at the heart of UKAid policy.

How could Plan International build on its flagship Because I am a Girl campaign, and where were the big opportunities for policy breakthroughs?

From this simple question came one of Eden Stanley’s early projects that transformed UK Aid policy. We developed what had been a low-key campaign on education, to a bigger vision on the state of girlhood.

We designed their theory of change, created new messaging, and brokered their campaign partnership with the Nike Foundation.

The campaign made a major contribution to DfID’s gender policy, resulting in the International Development (gender) Act 2014, the which in turn resulted in a dramatic increase in aid targeted at women and girls around the world.

“Eden Stanley did a comprehensive review of our campaign strategy, sharpening our purpose and finding new focus. The strategy proved transformative for UK Aid policy, putting girls’ rights front and centre.”

Kerry Smith, Plan International, and the Helen Bamber Foundation


Plan International


Theory of change, Campaign messaging, Partnership Development