Unlike usual awareness billboards featuring anonymous girls, we created a digital out-of-home billboard used face swap technology to replace the face of a young girl sitting on a bed in an Indian brothel with that of one of the girls passing by. Every girl whose face was used in the experiment was accompanied by her mother, father or grandparents so that they were also confronted with the campaign message, Fight child prostitution as if she was your own.

We launched the movie on World Girls Day prior to the movie: Sold, in the cinema. The film Sold, which told a story about child prostitution, 'also' premiered that day. We then had the film shared via Instagram, Facebook and other social media by ambassadors of Free A girl, like: Yolanthe Cabau and Gwen van Poorten. With the help of them, it was picked up by several news and blog sites.

We started by making the base video of the “child prostitute” – a model we filmed in studio. The daughters with their parents were invited in advance to have their faces filmed. However, they did not know what this would be used for. As they roamed freely in the mall where the activation was held, we would grab their attention with a glitch sound as they neared the billboard. At that moment, we replaced the face of the girl in the billboard with the girl viewing it.

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