TOO YOUNG FOR THE MOVIE. OLD ENOUGH FOR MARRIAGE.
| Title | TOO YOUNG FOR THE MOVIE. OLD ENOUGH FOR MARRIAGE. |
| Brand | PLAN INTERNATIONAL |
| Product/Service | CHILDREN'S DEVELOPMENT ORGANISATION |
| Category |
A01. USE OF SCREENS IN A MEDIA CAMPAIGN |
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Entrant Company
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DUVAL GUILLAUME Antwerp, BELGIUM
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Advertising Agency
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DUVAL GUILLAUME Antwerp, BELGIUM
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Media Agency
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INITIATIVE MEDIA Hoeilaart, BELGIUM
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Production Company
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GERONIMO Antwerp, BELGIUM
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Credits
| Geoffrey Hantson |
Duval Guillaume NV |
Creative Director |
| Katrien Bottez |
Duval Guillaume NV |
Creative Director |
| Ralf De Houwer |
Duval Guillaume NV |
Copywriter |
| Jonas Caluwé |
Duval Guillaume Nv |
Art Director |
| Elke Janssens |
Duval Guillaume NV |
Account Director |
| Piet Wulleman |
Duval Guillaume NV |
Strategic Planner |
| Sophie Jadoul |
Duval Guillaume NV |
Strategic Planner |
| Melissa Van Houtte |
Initiative |
Media Planner |
| Marc Van Buggenhout |
ASP BVBA |
Agency Producer |
| Tuyen Pham Xuan |
ASP BVBA |
Agency Producer |
| Dirk Domen |
Geronimo |
Director |
| Piet Deyaert |
Geronimo |
Dop Lighting Cameraman |
| Jasper Moeyaert |
Geronimo |
Executive Producer |
| Mathias Kerner |
Geronimo |
Production Assistent |
Results and Effectiveness
Aim was to bring the problem to the living room and by doing so create a lot of rumor and conversation. And it did. Massively. Child marriages were discussed on all national media and on numerous blogs. National and international. But most important of all: there was a 85% increase of people who became Plan Parents, compared to the campaign results of last year.
Creative Execution
With the help of several Media partners PLAN Belgium helped girls to hijack and take over movie ‘age warnings’ in prime time on National Television, in movie theatres and – via Preroll - in YouTube Movie trailers. In these touching ‘hijackings’, 3 separate girls tell an emotional story and paint a picture about this horrible tradition.
Insights, Strategy and the Idea
insight: The numbers are staggering. Every minute 27 girls are forced into marriage. That's 1 every 2 seconds. Child marriage is a global problem. The practice violates girls' human rights, curtails their education, harms their health and sharply constrains their future. The start of a solution is simple: more education. Getting girls to school means delaying marriage. And by becoming a Plan parent that's exactly what you're helping to achieve.
Strategy:
1. Get the global problem of Child marriage to the living room.
2. Activate people to become a PLAN parent.
Idea: hijacking different ‘screens’ like TV, Movie Theaters and Youtube, and by doing so get this global problem to the living room and daily life of everybody.