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 |
A05. USE OF BROADCAST IN A PROMOTIONAL CAMPAIGN |
Entrant Company
|
DUVAL GUILLAUME Antwerp, BELGIUM
|
Advertising Agency
|
DUVAL GUILLAUME Antwerp, BELGIUM
|
Media Agency
|
INITIATIVE MEDIA Hoeilaart, BELGIUM
|
Production Company
|
GERONIMO Antwerp, BELGIUM
|
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 |
Jef Leysen |
Duval Guillaume NV |
Account Manager |
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 |
Jasper Moeyaert |
Geronimo |
Executive Producer |
Mathias Kerner |
Geronimo |
Production Assistent |
The Brief
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.
Describe how the promotion developed from concept to implementation
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.
Describe the success of the promotion with both client and consumer including some quantifiable 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.
Explain why the method of promotion was most relevant to the product or service
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.