WORK FOR GOOD CUT - TV/CINEMA

The Fine Print - Plan International UK
Charity

Shortlist

Title:	The Fine Print
Brand:	Plan International UK
Product/Service:	Charity
Client:	Plan International UK
Entrant Company:	The Gate London
Agency:	The Gate London
Production Company:	M3 labs/ MSQ Global Studios
Editing Company:	M3 labs/ MSQ Global Studios
Creative Director:	Maisie Willis, Antonio Gizzonio
Release Date:	2026-05-05
Duration:	00:40
Notes for Judging:	Gender inequality isn't abstract. It's written into a girl's life before she can speak, walk, or choose. Most women alive today will not see gender equality in their lifetime. Girls are born into a contract they never signed and increased risk of harassment, reduced access to education, limited bodily autonomy, restricted freedoms and safety. No option to decline. 'The Fine Print' makes that invisible contract visible. Using the universally ignored language of terms and conditions, the campaign reframes the systemic inequalities girls face as small print nobody reads except here, it's printed on a hospital wristband wrapped around a newborn's wrist, and the only button on screen says: agree. Running across OOH, Meta, YouTube, and a Guardian partnership, the campaign drove awareness for Plan International UK's mission to advance equality for girls proving that the right idea, expressed with clarity and courage, can turn a harrowing truth into a rallying cry. Results: Since campaign launch, brand awareness grew among all age groups and grew +18% amongst our target audience Website sessions jumped 60% week-on-week. Paid search CTR came in at triple the target. PR coverage reached 20 million people across 30 pieces of media in launch week alone, including Sky News, BBC Radio and London Live TV. Lena Headey amplified the campaign to her 3 million followers.
Additional Credits:	Creative Agency: The Gate Production Agency: M3 labs/ MSQ Global Studios Director: Mary-Sue Masson Chief Creative Officer: Lucas Peon Creative Director: Maisie Willis, Antonio Gizzonio Creative Team: Becky Reynolds, Lucy Donagh, Ashley McMahon, Andy Wilkie Design Director: Jake Arnold Designer: Joe Glover, Cem Kater, Olly Lambert Senior Account Director: Rachel Furness Account Director: Erin Vivier Chief Strategy Officer: Kit Altin Planning Director: Bruno Carramaschi Executive Producer: Robin Shek Senior Producer: Nathan Glendinning Plan International UK Director of Fundraising & Supporter Engagement: Nick Radmore Brand & Content Lead: Laura Oakley Brand Project Manager: Sonia Kalsi