Title	TOO YOUNG FOR THE MOVIE. OLD ENOUGH FOR MARRIAGE.
Brand	PLAN INTERNATIONAL
Product/Service	CHILDREN'S DEVELOPMENT ORGANISATION
Category	B04. FUNDRAISING, CHARITIES, 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

Name	Company	Position
Geoffrey Hantson	Duval Guillaume NV	Creative Director
Katrien Bottez	Duval Guillaume NV	Creative Director
Elke Janssens	Duval Guillaume Modem	Account Director
Jef Leysen	Duval Guillaume NV	Account Manager
Piet Wulleman	Duval Guillaume NV	Strategic Planner
Sophie Jadoul	Duval Guillaume NV	Media Planner
Marc Van Buggenhout	ASP BVBA	Agency Producer
Tuyen Pham Xuan	ASP BVBA	Agency Producer
Melissa Van Houtte	Initiative	Media Planner
Dirk Domen	Geronimo	Director
Piet Deyaert	Geronimo	Dop
Jasper Moeyaert	Geronimo	Executive Producer
Mathias Kerner	Geronimo	Production Assistent

The Campaign

Challenge: 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. Objective: 1. Get the global problem of Child marriage to the living room. Create talk-value. 2. Activate people to become a PLAN parent. Strategy: 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. Execution: 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. Note: age warnings are very common in Belgium. Outcome: 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.

The Brief

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. Concrete: 1. Get the global problem of Child marriage to the living room. Create talk value. 2. Activate people to become a PLAN parent.

Results

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.

Execution

1. Little girls hijacked 'age warnings' on all Belgian National TV channels. 2. They also hijacked he age warnings in Belgiums biggest movie theatres and via Preroll on YouTube (when searching for movie trailers) 3. Press conference about campaign and the global problem of child marriages. 4. Girls hijacked the age warnings LIVE during Belgiums biggest Film Festival in Ghent.

The Situation

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 Strategy

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.