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A year-end MediaPost roundup of the most-read advertising stories of 2025 highlights how celebrity campaigns, emerging technologies, and cause-based marketing are shaping public conversation.

Among the top stories was Plan International’s International Women’s Day campaign with Paramount and KFC, Empower Girls. Change the Future., launched amid global setbacks on gender equality and cuts to development funding.

The list also reflects growing scrutiny of how brands use artificial intelligence, underscoring why ethical influence, transparency, and accountability matter when corporate power intersects with public trust and social impact.

Read more at Marketing Daily: Celebs, Reactions To AI, Changes In Bev Companies: Most-Read Stories

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Katherine Williford (she/her) is the Chief Development Officer at Plan International USA, an international humanitarian and development organization that that advances children’s right and equality for girls. With more than 85 years of experience, Plan works to transform lives in over 80 countries.

She is a purpose-driven fundraising and communications executive who specializes in scaling nonprofit organizations for transformational impact. She believes that through Plan’s girl-driven, gender-transformative approach, poverty is solvable and equity is achievable, and she is passionate about building teams and forging partnerships to achieve that vision in our lifetimes.

Katherine has led teams to raise more than $150M for causes spanning literacy and education, water and sanitation, and food access through campaigns focused on telling the story of the intersection of such work with women and girls. She holds an undergraduate degree in Spanish language and literature from Rhodes College, and has lived, worked and traveled to more than 25 countries.

Katherine resides in New York City with her dog, Louie, and can be found skiing and attending live music in her free time.

Katherine Williford headshot

Jennifer Trainor (she/her) serves as chief strategy officer at Plan International USA, an international humanitarian and development organization that that advances children’s right and equality for girls. With more than 85 years of experience, Plan works to transform lives in over 80 countries.

In her current role, Jennifer oversees the development and implementation of organizational strategies and initiatives. Through collaboration with leadership, she crafts strategic initiatives aimed at enhancing performance, communicates these strategies across departments and monitors change. Additionally, she works alongside teams to assess organizational culture, employee engagement and effectiveness of internal communications.

Prior to this position, Jennifer served in various roles at Plan USA, including chief marketing officer and vice president of marketing and fundraising, where she led fundraising and the stewardship of Plan’s donors, as well as the strategies for brand, marketing and supporter engagement, in order to build awareness for Plan and to attract and retain an active, informed supporter base.

Before joining Plan, Jennifer held marketing roles in the financial services industry, at institutions such as Fidelity Investments and Citizens Bank, for more than 15 years.

Jennifer earned a bachelor’s degree from the S.I. Newhouse School of Public Communications at Syracuse University. She has two sons and enjoys concerts, reading, Red Sox baseball and travel.

Jennifer Trainor headshot

Because of you, children — especially girls — found safety and opportunity in a year of both crisis and recovery. Here are 12 photos that show the impact you made in 2025.

You supported girls’ education with backpacks and school supplies

Two girls stand next to a bus wearing purple backpacks.

You helped to provide students in Lebanon — and around the world — with the tools they need to succeed in school and beyond. | Ā©Plan International

With support from our corporate partners and donors like you, Plan distributed 1,400 backpacks to students in Lebanon, Indonesia, Mexico, Peru and Uganda. Thank you for helping children to show up at school prepared, proud and ready to learn.

You sponsored children like Merly and helped them to thrive

A smiling sits at a desk with a workbook open in front of her.

Since joining Plan’s sponsorship program, Merly has grown more confident and is thriving in school. | Ā© Plan International

In a remote indigenous community in Guatemala, 11-year-old Merly is a confident girl who loves to play soccer and recite poetry. But this wasn’t always her story.

Not long ago, Merly watched soccer games from the sidelines. She struggled to speak up in class or to connect with classmates.

Her shyness wasn’t the only challenge she faced. At home, her family struggled to make ends meet. But everything changed when Merly joined Plan’s sponsorship program. The program provided the school supplies she needed to succeed in school, and it gave her something even more valuable — belief in herself.

Gradually, Merly began raising her hand in class, sharing her poetry and joining soccer games.

“Now I’m not afraid anymore,” Merly says. “I want to support girls so they can achieve their dreams, just like me.ā€

You amplified girls’ leadership on the world stage

A girl sits at a table and speaks into a microphone.

Sandra, 19, speaks at an event hosted by Plan during the UN’s Commission on the Status of Women in New York. | Joel Sheakoski, Ā© Plan International

At the UN’s Commission on the Status of Women in March, youth advocates from Plan International’s official delegation ensured adolescent girls’ voices were heard. Because of you, young leaders like Sandra, a member of Plan USA’s Youth Advisory Board, co-wrote a petition with over 40,000 signatures for digital literacy, co-created recommendations for Meta to address online gender-based violence and advised the State of the World’s Girls Report.

You brought clean water closer to home

A girl holds her hands out under a water tap and smiles.

Sreykorn, 8, can concentrate on school now, instead of collecting water. | Ā© Plan International

Clean water is a basic human right that millions still lack. Without it, children get sick and miss school. Girls like 8-year-old Sreykorn in Cambodia spend hours collecting water instead of learning. To address these barriers to children’s health and education, Plan distributed water tanks to communities, including Sreykorn’s.

“I used to spend more than an hour each day collecting water,” Sreykorn says. “Since the new water pump was installed, it takes just 10 minutes to get clean water close to our home.”

Thank you for delivering the most basic building block of a healthy childhood: safe water near home.

You helped children feel safe again in Myanmar

Children stand in a circle and hold their hands up, with their backs to the camera.

Children participate in a group activity at a child-friendly space in Myanmar’s Mandalay region. These spaces have helped thousands of children recover through play, learning and psychosocial support. | Ā© Plan International

After a devastating 7.7 magnitude earthquake struck Myanmar on March 28, you reached over 83,000 people with food, clean water and shelter kits. Plan set up 23 child-friendly spaces where 5,300 children found safety and emotional support. These safe spaces gave families a path to recovery and helped children rebuild their routines.

You delivered food to hungry children in Gaza

A mother stands outside at a displacement camp and smiles at her child who is holding a kit from Plan.  A man wearing a vest with the Plan logo on the back stands beside them.

With your support, Plan’s emergency response in Gaza has reached more than 250,000 people with lifesaving aid, including food, clean water and hygiene kits. | Ahmed Salama, Ā© Plan International

Nearly every school in Gaza has been damaged, cutting children off from safety and learning. With your help, we reached more than 250,000 people with lifesaving aid, including food, clean water and hygiene kits. Parts of Gaza are facing famine and record rates of malnutrition, so we are preparing nutrition supplies, winterization kits and school materials to restore learning.

You invested in children’s futures

A group of boys and girls smile and wave outside of a school building.

Savings groups make it possible for more parents in Tanzania to send their children to school. | Ā© Plan International

You helped establish 62 savings groups in Kisarawe, benefiting more than 1,000 parents of sponsored children in Tanzania. By saving together and accessing small loans, families are able to invest in small businesses and cover school costs. Thank you for backing a simple, proven idea that grows income, strengthens resilience and keeps children learning.

You turned stigma into solidarity

A girl smiles and holds up sanitary pads and beaded bracelets.

Carla, 18, is a young leader in Guinea-Bissau who is advocating for menstrual health education and supplies, so that girls can stay healthy and in school. | Ā© Plan International

On Menstrual Health Day (May 28), 18-year-old Carla spoke to an audience of girls, women and government leaders in Guinea-Bissau about what girls need to manage their periods. She asked for menstrual health education, clean, private bathrooms at school and supplies like reusable pads.

“These changes will help thousands of girls in Guinea-Bissau feel confident about their periods and stay in school,” Carla says.

You helped children reclaim joy in Ukraine

A girl sits at a yellow table and paints on a white piece of paper.

Helga, 9, enjoys spending time at the child-friendly space near her home in Ukraine. | Ā© Plan International

In war-torn Ukraine, 9-year-old Helga found sanctuary at a child-friendly space near home.

“When the center opened, it was like a miracle!” Helga says. “I go there every day. My friends are there and there are so many interesting things we can do together.”

Thank you for bringing back play, friendship and hope amid conflict.

You joined the fight to end child marriage

A girl wearing a blue dress leans back against a brick wall with a mural painted on it and smiles.

Nyabhan, 19, is fighting against child marriage and advocating for girls’ rights in her community in Ethiopia. | Enzo Mauro Tabet Cruz, Ā© Plan International

Nyabhan, 19, is an adolescent advisor with Plan International’s Adolescent Participation in Humanitarian Action program in Ethiopia. She works to empower young people in crisis settings to lead and create change.

ā€œI want to see fewer girls dropping out of school, and I want to tackle child, early and forced marriage,ā€ Nyabhan shares. ā€œI also want to influence decision-makers to provide better support for adolescents and young people.ā€

Thank you for helping girls lead change in their communities.

You supported young leaders like Mitzy

Three girls sit on the grass in a circle and hold hands.

Mitzy (center), 15, is helping to keep girls safe in her community, thanks to your support. | Ā© Plan International

In rural Cusco, girls like 15-year-old Mitzy face gender stereotypes, bullying and violence. Yet Mitzy refuses to let these barriers define her or her peers. Through Plan’s Decide Without Violence project, she has become a beacon of change in her community, leading workshops in her school to educate others about preventing gender-based violence.

Mitzy is one of 569,000 adolescent girls and young women across South America trained by Plan International to lead transformative change in their communities.

“These activities make me feel good because I am helping women, girls and adolescents to have safe spaces where they can express themselves freely,” Mitzy says.

You planted seeds for a more resilient future

Four young people crouch down in front of a box of plants and watering can.

Young people in Indonesia are learning about sustainable farming that strengthens families and communities. | Ā© Plan International

In drought-prone Lembata, agriculture is vital but fragile. This year, 27 young people learned smart farming methods that protect soil, conserve water and improve yields. Practical skills today mean food on the table tomorrow — and keeping girls in school. Thank you for investing in sustainable farming that strengthens families and communities.

Your support is transforming communities and helping children, especially girls, to learn, lead, decide and thrive. Together, we’ll create even more positive change in 2026 — and we won’t stop until we’re all equal!

2025 in review: Your impact in 12 photos

Alex Russu is the interim Chief Financial Officer at Plan International USA, an international humanitarian and development organization that advances children’s rights and equality for girls. With more than 85 years of experience, Plan works to transform lives in over 80 countries.

In his current role, Alex oversees the budget, financial filings, audits, 401k investments and monthly reporting. Through these responsibilities Alex manages a team of financial experts to ensure all reporting, tracking and filing processes run smoothly and according to required regulations and GAAP standards.

Since joining Plan in 2011 as the Finance Controller, Alex has also been the Director of Finance and the Senior Director of Finance. During this time, he received a USAID Management certification from Inside NGO. Prior to his time at Plan, Alex was an auditor at PriceWaterHouseCoopers where he worked with large multinational clients.

Alex holds a bachelor’s and master’s degree from Bryant University. He received his Certified Public Accountant license in 2010 and is a member of the American Institute of Certified Public Accountants.

Alex resides in Providence, Rhode Island and is on the board of his church where he serves as the treasurer.

Alex Russu headshot

Frank Manfredi (he/him) is the vice president for humanitarian programs at Plan International USA,Ā an international humanitarian and development organization that that advances children’s right and equality for girls. With more than 85 years of experience, Plan works to transform lives in over 80 countries.

In his role at Plan, Frank oversees a team that works with Plan staff and communities around the world to respond to humanitarian crises and to help those communities build resilience against future potential disasters. He has supported disaster responses across Africa, Asia, the Pacific and the Americas, including multiple field deployments. Prior to inaugurating Plan’s disaster risk management team in 2009, Frank served as Plan USA’s program officer for Asia. He began his work with Plan as a sponsor relations representative.

Prior to joining Plan more than two decades ago, Frank served with the International Rescue Committee’s Joint Voluntary Agency in Thailand, where he worked in refugee processing. As aĀ Franklin Fellow, he also worked as the humanitarian assistance coordinator in the Office of the Director of U.S. Foreign Assistance from 2008-2009.

Frank holds a bachelor’s degree in government from Harvard College and a master’s degree in political science (international relations and comparative politics), with a concentration in Southeast Asia studies, from Northern Illinois University.

 

Frank Manfredi headshot

Kate Ezzes (she/her) is the vice president of program development at Plan International USA, an international humanitarian and development organization that advances children’s right and equality for girls. With more than 85 years of experience, Plan works to transform lives in over 80 countries.

In her current role, Kate manages oversight processes for projects funded by the U.S. government, corporations, foundations and individual donors, as well as oversees the solicitation of funding from the U.S. government. Through these responsibilities, she manages several teams, including business development, education, disaster risk management, youth and economic empowerment, health, policy and monitoring, evaluation, research and learning.

Since joining Plan in 2005, Kate has held a variety of roles in the executive office and on the youth economic empowerment team, including her previous role as senior director of programs. She was instrumental in developing Plan’s Youth Advisory Board, setting up a dedicated youth seat on the main board of directors and advising Plan offices around the world on incorporating young people in their governance structures. She has held project leadership roles in Bangladesh, Egypt, Ethiopia, Indonesia, Haiti, Niger, Nepal and Sierra Leone.

Kate holds an undergraduate degree from Gettysburg College and an M.A. in sustainable international development from the Heller School at Brandeis University. In addition, she has a leadership certificate in nonprofit leadership from Thunderbird School of Management.

Kate resides in northern Virginia, where she enjoys spending time with her husband and son.

Plan International USA Executive Team Image

Camille Carrier (she/her) is the sr. director of people and culture at Plan International USA, an international humanitarian and development organization that advances children’s right and equality for girls. With more than 85 years of experience, Plan works to transform lives in over 80 countries.

Camille leads the people and culture function, traditionally known as human resources, in providing recruitment, compliance, employee engagement, employee relations, learning & development, compensation & benefits, and talent management support to Plan International USA.

Prior to joining Plan, Camille was a program manager with an international development contractor and prior to that, she worked at the United States Agency for International Development in Washington, DC and in Kabul, Afghanistan.

Camille holds a bachelor’s degree in liberal studies and when she is not nerd-ing out about all things people and culture-related, she is likely trying her hardest to befriend every dog she sees in the DC metro region, looking for eagles’ nests, or contributing to the DC metro economy through her avid love for new (and old) restaurants.

Camille Carrier headshot