Design by Belle Vo
Project's copy by Plan International Canada
In the first activation, the task was to create an identity for the project/campaign. The name "Game for Girls' Equality" (aka G4G) was chosen after a few weeks working with the marketing team. The identity has a lot more illustration elements than the other programs' lockups from Plan International Canada. This is to bring out the young and energetic but also feminine vibe for the campaign.
Female streamer photo by Daniel Lincoln, unsplash
This time G4G came back and held the very first tournament to fundraise for Menstrual Health Day. This was also the first time G4G had the first collaboration with U by Kotex®. The identity had a different look to better fit with Plan International Canada new changes in logos and lockups.
G4G introduced new mascot, GG the goat. The new mascot was used in the campaign's Discord channel and social media. GG debut was very welled received.
G4G returned as part of a major campaign "Mission: Beat the Clock"; the campaign is annual series of events from Plan International Canada to celebrate and support the International Day of the Girls. This time, G4G collaborated with Twitch Women's Guild, Snap Finger Click Studio, and Devolver Digital.
G4G hosted a panel to discussed girls' rights, girls' equality in gaming. With the help of Twitch Women's Guild, G4G operated a few fundraising stream with the guild's members.
For the art direction, seasonal version of G4G's mascot, agent GG, was also introduced to better fit with the major campaign's theme.
To wrap up the year, G4G collaborated with Mohawk College to host a winter eSports event. Winter sports GGs were also released for this event. This event G4G hosted a panel and a mini tournament for all participants.
