RED RIBBONS PROJECT

Short List
ClientKADAV / BAHCESEHIR UNIVERSITY
Category G05. Breakthrough on a Budget
TitleRED RIBBONS PROJECT
Product/ServiceEDUCATION / SOCIAL RESPONSIBILITY
Entrant MULLENLOWE ISTANBUL, TURKEY
Idea Creation MULLENLOWE ISTANBUL, TURKEY
Media Placement MULLENLOWE ISTANBUL, TURKEY
PR MULLENLOWE ISTANBUL, TURKEY
Production MULLENLOWE ISTANBUL, TURKEY
Credits
Name Company Position
BERKAY ÖZAY MULLENLOWE ISTANBUL Executive Creative Director
ERDEM SUYOLCU MULLENLOWE ISTANBUL Creative Director
EZGI TANYERI MULLENLOWE ISTANBUL Art Director
GALIP MAKARNACI MULLENLOWE ISTANBUL Copywriter
CEYDA COSKUN MULLENLOWE ISTANBUL Account Director
GÖZDE TEZBIKMAZ MULLENLOWE ISTANBUL Account Manager

Why is this work relevant for Media?

To let child brides’ voices be heard, we created a brand-new media for them: the diplomas for the graduation ceremony of one of Turkey’s biggest universities. We listened to yesterday’s child brides, collecting their messages for the next generation of university graduates and delivered those messages to each of the graduates on their diplomas. Creating media that fits with the target group itself perfectly.

Background

In Turkey, over 400,000 children have been forced into marriage in last 10 years. During Turkish weddings there is a tradition of tying a red ribbon around the waists of brides. We took these ribbons and used them to deliver a message to people who can change the future: the next generation of university graduates.

Describe the creative idea / insights (30% of vote)

To help the children of tomorrow, we listened to yesterday’s child brides. We collected their messages and ribbons and delivered them to people with the power to change the future: university graduates. We tied the diplomas with the child brides’ ribbons, each with a unique message from the women to the different faculties.

Describe the strategy (20% of vote)

Newly graduated university students are our strategic target group, because they have the power to make a difference around our cause when they start their professional careers. They will be the influencers and role models of tomorrow, but we need to find the most effective and relevant medium within the students’ life to deliver our message. What we found was the graduation ceremony and the students’ most important document; the graduation certificate is the right time and place to deliver it. Creating awareness in an unforgettable moment.

Describe the execution (20% of vote)

Each diploma was tied with the ribbon of a former child bride and was attached with a unique message for each faculty. Alongside this the top graduating student also delivered a motivational speech explaining the meaning behind the ribbons and message. Combining these factors, we were able to reach thousands of people both live at the event and millions more on social media.

List the results (30% of vote)

With zero budget, we had a media reach of over 10 million. Becoming one of the biggest campaigns for the cause of child brides in Turkey. And most importantly, many of the graduates gave their promise to make a change for the children of tomorrow.

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