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Plan International Canada and Bleublancrouge “Defy Normal”

One of Canada’s most respected NGOs launches a bold new campaign on children’s rights

Toronto, ON., (October 1, 2018) – Plan International Canada, one of the world’s most respected non-governmental organizations, is launching a high-profile integrated national campaign to raise awareness on children’s rights and the equality of girls, in partnership with creative agency Bleublancrouge (BBR) and sister company L’Institut Idée.

“For all our astounding technical and societal advances, we have also left behind millions of people, especially children and girls. This is just seen as ‘normal’,” says Caroline Riseboro, President & CEO of Plan International Canada. “Our ‘Defy Normal’ campaign is a declaration that we no longer accept a normal where girls’ rights are routinely denied, dismissed, or violated. We’re calling on all Canadians to defy normal and join us in the fight for girls’ rights and equality, around the world.”

close up shot of girl looking directly at camera

“We’re incredibly proud to be working with Plan International Canada and to have created this ambitious campaign,” adds Wahn Yoon, President of BBR Toronto. “It’s an arresting campaign that doesn’t pull any punches when it comes to starting a long overdue conversation with Canadians on how we can no longer turn a blind eye toward the social norms we accept around children.”

The statistics around the violation of children’s rights, especially as it relates to girls, are undeniable. “Every two seconds, somewhere in the world a girl is forced into marriage. Tens of thousands of children are currently living in detention centres. We think that it’s unconscionable, and it’s time we take a stand,” says Penelope Fridman, President of L’Institut, who worked closely with Plan International Canada and BBR to develop the strategy behind “Defy Normal”.

This is not the first time that Plan International Canada and the team of Yoon and Fridman have collaborated. In 2009, they developed the NGO’s renowned Because I am a Girl (BIAAG) campaign that put the plight and power of girls in the developing world on the map. Among other successes, the BIAAG campaign gathered 15,000 e-signatures that Plan International Canada and the Canadian Government used in 2011 to successfully persuade the United Nations to create the International Day of the Girl Child, now celebrated on October 11 of each year.

The Defy Normal campaign launches on October 1 and includes a 30-second TV spot on major television stations, a two-minute film to air in cinema on over 170 screens, super boards in major cities, large digital boards in Dundas Square and in Toronto’s Financial District, YouTube pre-roll, and many other channels. The campaign will drive audiences to the landing page at where Canadians can engage, donate and join the cause.

About Bleublancrouge:

Part of the Humanise collective, BBR is a full-service independent creative agency that is rapidly becoming one of the most influential in North America. Through our unique tools and co-creative approach, we have begun to redefine the client-agency relationship. We are proud to support national and global partners such as Ubisoft, Marriott, Sheraton, Greystar, Plan International and many more, contributing to their success on a daily basis. Visit to learn more.

About L’Institut Idee:

L’Institut is a unique strategic consultancy within the Humanise collective that is a firm believer in the sublime ability of the human mind to burrow into problems and locate astonishing answers. Employing our proprietary tools and participatory and collaborative processes, we access, release and activate the insights, imagination and power hidden within organizations, enabling them to achieve new understanding and strategic breakthroughs that will lead to previously unattainable levels of performance and success. For more information, please visit

Inspired by Humanise:

Humanise a collective of 7 independent businesses who have decided that the age of the “consumer” is done. We know that successful brands in the 21st century need to play a substantive role in human lives. Only when we understand this can we, and the brands we serve, have a long and lasting impact in the market, becoming essential companions in the human journey. Each member of our seven specialized units, totalling over 160 employees in Toronto and Montreal, works tirelessly every day to be the ideal partner for audacious brand leaders across North America.

About Plan International and the Because I am a Girl initiative

Plan International Canada is a member of a global organization dedicated to advancing children’s rights and equality for girls. We have been building powerful partnerships for children for over 80 years and are now active in more than 70 countries. We are calling on all Canadians to Defy Normal: to believe in the power and potential of every child and to take a stand anywhere children are oppressed, exploited or left behind and anywhere girls aren’t equally valued. Together, we can create a world where all unleash their full potential. Visit for more information.

For more information, please contact:

Wahn Yoon
Bleublancrouge Toronto

Angie Torres-Ramos
Media and Public Relations Manager
Plan International Canada