Creativity

These Girls Are Too Young for the Movie, But Old Enough for Marriage?

Belgian Charity Finds a Way to Shock -- and Educate -- Movie Viewers

Published on Oct 16, 2014

Editor's Pick

Belgian charity Plan B is raising awareness of child marriage with a provocative campaign that runs just before age-restricted movies on TV and in movie theaters, and as pre-roll before movie trailers on YouTube. The ads show girls talking about the fact that they're too young to see the 12+ movie, yet old enough (in the view of certain cultures) to be married to a far older man. The charity, which campaigns against forced marriage, urges viewers in Belgium to sign up as donors to combat the global problem.

The ads are by agency Duval Guillaume, and use real-life girls (i.e., not actresses) from the geographical areas where child marriage is prevalent, although not girls personally affected by the issue.

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About

Credits

Date
Oct 16, 2014
Agency:
Duval Guillaume
Client:
Plan B

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