The objective of this campaign was to raise awareness around child marriage and ultimately activate people to sign up as a 'Plan Parent' (=donate min. 15€/month to Plan Belgium). Since there are plenty of non-profit organisations in Belgium, and they all need resources we wanted our campaign to jump out by not only being original in our scripts/concept, but also in the execution.

The campaign started on October 11th (international day of the girl), where our girls hijacked the age-warnings before movies. Simultaneously a press release was sent out to journalists & reporters announcing that Plan Belgium had made 'Child Marriage' their topic for 2014-2015 and would be campaigning around this topic with the use of age-warnings.

Initially the plan was to use real girls who had escaped child marriage, but due to political & cultural restrictions this was not possible. We chose to streetcast different girls and had them record the message in front of a green key.

The launch was planned on the international day of the girl (October 11th) were the commercial was launched on one of the biggest broadcasting channels of Belgium. The Youtube prerolls were launched on the same day and three days later also in all Kinepolis-cinemas in Belgium.

The 'business' objective for this campaign was to attract 850 new Plan Parents, to help Plan Belgium fight Child Marriage. Today 984 people have signed up and the numbers are still rising.