School for Justice Film, Case study School For Justice, 3 by J. Walter Thompson Amsterdam

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School For Justice, 3

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Industry Education, Against violence
Media Film, Case study
Market Netherlands
Agency J. Walter Thompson Amsterdam
Executive Creative Director Marcel Hartog
Creative Director Friso Ludenhoff, Maarten Vrouwes
Art Director Guney Soykan
Creative Bas Korsten
Production New Amsterdam Film Company
Released December 2016


Spikes Asia 2017
Promo & Activation Charities & Non-profit Silver Spike
Integrated - Silver Spike

Credits & Description

Client: Free A Girl Movement India
Agency: Fleishmanhillard India Mumbai, India
Entrant: Fleishmanhillard India Mumbai, India
Idea Creation: J. Walter Thompson Amsterdam, The Netherlands
Pr: Fleishmanhillard India Mumbai, India
Production: J. Walter Thompson Amsterdam, The Netherlands
Additional Company: Free A Girl Movement Haarlem, The Netherlands
Additional Company 2: New Amsterdam Film Company, The Netherlands
Additional Company 3: Massive Music Amsterdam, The Netherlands
Additional Company 4: Hectic Content Mumbai, India
Additional Company 5: Mrtn Editing Amsterdam, The Netherlands
Senior Vice President & Senior Partner, Managing Director, India: Yusuf Hatia (Fleishmanhillard)
Creative Partner: Bas Korsten (Jwt)
Executive Creative Director: Marcel Hartog (Jwt)
Creative Director: Friso Ludenhoff (Jwt)
Creative Director: Maarten Vrouwes (Jwt)
Art Director: Guney Soykan (Jwt)
Business Director: Erik-Jan Koense (Jwt)
Pr Director: Jessica Hartley (Jwt)
Senior Concept Producer: Catherine Van Acker (Jwt)
Concept Producer: Linda Jansen (Jwt)
Concept Producer: Sanne Kragten (Jwt)
Screen Producer: Lotte De Rooij (Jwt)
Digital Producer: Reiner Slothouber (Jwt)
Connection Strategist: Angelique Schreuders (Jwt)
Strategist: Lex Noteboom (Jwt)
Strategist: Lisse Mastenbroek (Jwt)
Video Editor: Tim Arnold (Jwt)
Visual Designer: Robert Harrison (Jwt)
Visual Designer: Ronald Mica (Jwt)
Director: Juliette Stevens (New Amsterdam Film Company)
Co-founder: Evelien Hölsken (Free A Girl)
International Campaign Manager: Nicole Franken (Free A Girl)
International Campaign And Program Coordinator: Tripta Biekram (Free A Girl)
Account Director: Vaibhavi Parekh (Fleishmanhillard)
Pr Counsellor: Kaveri Roy (Fleishmanhillard)
Pr Counsellor: Kaizin Sadri (Fleishmanhillard)
Pr Counsellor: Esha Jolly (Fleishmanhillard)
Entry URL:
Describe the campaign/entry:
The School for Justice takes the victims of sex trafficking out of prostitution and into prosecution. A school and an education programme, the world’s first School for Justice was launched on April 6, 2017 in Mumbai.
The School for Justice is working with some of India’s most respected law universities to train girls to become public prosecutors with the power and determination to challenge India’s legal system from within – and ultimately prosecute the criminals who once owned them.
A tangible solution to a deeply rooted problem, the school itself is the campaign.
The School for Justice is not only starting a conversation around child prostitution on an epic scale, without the use of traditional media spend – but is also fundamentally shifting opinion.
The School for Justice is built to last. And the class of 2018 is already on its way.
Not just changing the conversation, but changing lives.
Creative Execution:
The campaign aimed to get India’s hidden child prostitution out into the public and into the newspapers by combining two things: hard data on the statistics of child prostitution in India with the emotional, human stories of the girls.
The school was brought to life in the digital and social space by communicating its key messages with very shareable content, highlighting the injustice around child prostitution in a clear and rational way, but also empowering the victims and turning them into heroes.
The story was told on different levels and in different channels throughout the campaign, building the audience with each piece of content, always leading them to the website to actively participate, and ‘Support the School for Justice’, through donations, collaborations and sharing.
Content included a press conference in Mumbai, a photographic exhibition of the class of 2017, a website, several campaign films, a PR and social media campaign.
The challenge was to get taboo topics around child prostitution openly discussed in Indian media and amongst the public.
The first responses from the national and international press have been favourable:
- Endorsements from UK’s Law Society, Geena Davis foundation and Malala Fund
- Covered by leading newspapers such as Mid-Day and Mumbai Mirror
- 34M+ local reach
Very promising is the reaction of the public across social media. For a topic that’s previously been left unspoken, India got vocal. Very vocal:
- 1.1G people where reached through social media
- Levels of engagement are high (up to 28%)
- Right local audience is being reached; 91% of the Facebook fans is Indian
- 70% of people who joined the conversation is male
Of course, The School for Justice will be a real success when the first girls are public prosecutors and the criminals who once owned them behind bars.
The brief was for a campaign to create awareness around child
prostitution in India. When we discovered the statistic of 1.2 million children in forced prostitution vs. 55 legal cases, it was clear a more fundamental and more integrated approach was needed. The approach combined hard data on the statistics of child prostitution in India with the emotional, human stories of the girls, in a campaign that integrated advertising, PR and social to convey the power of their stories to get the target group – and beyond - to actively support the School for Justice.
The brief was to create awareness around child prostitution in India. When the agency discovered the statistic of 1.2 million children in forced prostitution vs. 55 legal cases, it was clear this demanded a more fundamental approach than a standard advertising campaign.
The strategy for raising awareness was two-fold. Firstly, to create a genuine and long-term solution to a deeply rooted problem.
Secondly, to employ a series of tactics in the digital and social space to change the opinion of Indian society from seeing the girls as complicit in the crime - to the victims of exploitation and trafficking.
The strategy went beyond starting a conversation; it was about active support and participation. So in every message, we pushed people to visit the website to read about the girls, and donate, share the message or collaborate in any way.
Humanizing the girls and telling their stories was a key tactic.