Winners & Shortlists

TOO YOUNG FOR THE MOVIE. OLD ENOUGH FOR MARRIAGE.

Short List
TitleTOO YOUNG FOR THE MOVIE. OLD ENOUGH FOR MARRIAGE.
BrandPLAN INTERNATIONAL
Product/ServiceCHILDREN'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
Credits
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.