As feminist understandings of the role that gender plays in the field of international development have evolved over time, there have been countless criticisms of organizations in the field due to their slowness in accounting for and responding to these academic contributions. Largely, these criticisms are lobbied against oversimplifications of the use of the term gender, often as interchangeable with the term girls/women, effectively excluding boys/men. In attempt to determine the extent to which boys and men have been excluded from the discourse of gender equality focused international development programs, this thesis conducts a rhetorical analysis of Plan International’s ‘Because I am a Girl’ Campaign. As an international nongovernmental organization that has made some attempt to include boys and men in its work, it serves as an important site for investigating why development organizations have not fully embraced the work done in masculinities studies and in feminist/gender studies on development. The analysis concludes that the intended audience is critical in shaping the way that an organization represents its gender-related programming.