B08. CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
Entrant Company
DUVAL GUILLAUME Antwerp, BELGIUM
Advertising Agency
DUVAL GUILLAUME Antwerp, BELGIUM
Media Agency
INITIATIVE MEDIA Hoeilaart, BELGIUM
Production Company
GERONIMO Antwerp, BELGIUM
Credits
Name
Company
Position
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 Modem
Account Director
Piet Wulleman
Duval Guillaume NV
Strategic Planner
Sophie Jadoul
Duval Guillaume NV
Strategic Planner
Jef Leysen
Duval Guillaume NV
Account Manager
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
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
idea: 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.
Strategy: By hijacking different ‘screens’ like TV, Movie Theaters and Youtube we were able to get this global problem to the living room and daily life of everybody. And by doing so enabling more people to become a PLAN parent. The start of a solution for these girls since PLAN Belgium makes sure those girls get more education. And getting girls to school means delaying marriage.
NOTE: in Belgium 'age warnings' before movies are very common.
Insights, Strategy and the Idea
Situation: 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.
Brief:
1. Get the global problem of Child marriage to the living room.
2. Activate people to become a PLAN parent.