Plan International and Paramount launch campaign to champion girls' education

Plan International and Paramount, in partnership with Nickelodeon, have launched the next chapter of their global campaign featuring beloved explorer Dora, to raise awareness about the importance of education.

At the heart of this year's movement is a joyful new public service announcement, 'Worthy,' set to the empowering anthem by Mavis Staples, celebrating the courage and promise of girls everywhere.

For generations, Dora has inspired young explorers to dream big. Now, her iconic purple backpack is helping girls around the world unlock futures filled with possibility. In the new PSA, girls from across the globe are seen dancing, singing and walking to school — their purple backpacks serving as both a tool and a symbol of confidence, dignity and hope.

The 'Worthy' PSA will air across Paramount's Nickelodeon and MTV networks in more than 170 markets worldwide, as well as on social media channels.

This year's campaign is a reflection of Plan's growing partnership with Paramount, which launched on International Day of the Girl last year.

Since then, we have delivered backpacks filled with essential school supplies to girls in five countries, helping them show up prepared, proud and ready to learn. For many, this simple gift has made the difference between dropping out and stepping forward into a future full of promise.

This year's campaign also powers The Dora Fund, a new initiative that invests in grassroots and youth-led organizations advancing girls' education. By providing direct grants and resources, the fund helps community leaders address barriers to learning and unlock opportunities for girls worldwide.

Shanna Marzilli, president and CEO, Plan International USA: "It's not just about what's inside the backpack. It's about what's inside the girl — her power, her voice, her potential. Together with Paramount and Nickelodeon, we're reminding every girl that she is worthy and making sure she has what she needs to lead — not just in school but in life."

www.plan-international.org

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