PLAN Case study TOO YOUNG FOR THE MOVIE. OLD ENOUGH FOR MARRIAGE. by Duval Guillaume Modem Antwerp

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TOO YOUNG FOR THE MOVIE. OLD ENOUGH FOR MARRIAGE.

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Industry Charities, Foundations, Volunteers
Media Case study
Market Belgium
Agency Duval Guillaume Modem Antwerp
Production Geronimo Productions
Released March 2014

Awards

Eurobest, 2014
Media PRODUCT & SERVICE: CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS Silver Eurobest

Credits & Description

CLIENT PLAN INTERNATIONAL
PRODUCT CHILDREN'S DEVELOPMENT ORGANISATION
ENTRANT DUVAL GUILLAUME ANTWERP, BELGIUM
TYPE OF ENTRY PRODUCT & SERVICE
CATEGORY CHARITIES, FUNDRAISING, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
TITLE TOO YOUNG FOR THE MOVIE. OLD ENOUGH FOR MARRIAGE.
PRODUCT/SERVICE CHILDREN'S DEVELOPMENT ORGANISATION
ENTRANT COMPANY DUVAL GUILLAUME ANTWERP, BELGIUM
ADVERTISING AGENCY DUVAL GUILLAUME ANTWERP, BELGIUM
MEDIA AGENCY INITIATIVE MEDIA HOEILAART, BELGIUM
PRODUCTION COMPANY GERONIMO ANTWERP, BELGIUM
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 MODEM ACCOUNT DIRECTOR
PIET WULLEMAN DUVAL GUILLAUME NV STRATEGIC PLANNER
SOPHIE JADOUL DUVAL GUILLAUME NV STRATEGIC PLANNER
JEF LEYSEN DUVAL GUILLAUME NV ACCOUNT MANAGER
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
Results and Effectiveness
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.
Creative Execution
idea: 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. Strategy: 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. NOTE: in Belgium 'age warnings' before movies are very common.
Insights, Strategy and the Idea
Situation: 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.