In order to open up people’s eyes about the problem of child marriages in Mali we thought, ”how would people react if this was happening in Denmark?” We came up with the idea to set up five Danish fathers in a confrontation, many Malinesian fathers experience every day: A 30 year old guy knocks on the door and asks for their 13 year old daughters hand. With hidden cameras we filmed the fathers strong reactions and utilized the video to start a conversation around the topic on social media and as leverage to get the medias attention.

With hidden cameras we filmed the five fathers and their reactions when a 30 year old asked for permission to marry their 13 year old daughter. The ’groom’ was an actor and all girls were in on the prank. As expected all the fathers showed strong resistance to letting their daughters marry at such a young age, even becoming aggressive towards the brave actor. To launch the campaign we created an online film of the confrontation and launched in a series of targeted posts on social media to get the buzz going. The video immediately went viral and we pitched different angles on the campaign and the survey to different media resulting in a massive, primarily organic spread.

The campaign was quickly picked up by the Danish press and also spread internationally,

generating conversations and strong reactions on social media as well as massively increased interest of BØRNEfonden and traffic to their website.

Press attention:

- Massive national coverage, e.g. Metro, TV2 (Denmarks biggest TV channel), JP, Politiken, Ude & Hjemme.

- PR Reach in Denmark alone: 8.700.000 (vs. population of 5,7M people)

- PR ROI in Denmark alone: 613%

Social media attention:

+ 2,3M views (predominantly Danish views, Denmark has a population of 5,7M people)

+ 26.700 social interactions across social media channels

Commercial results:

- 340% increase in traffic to BØRNEfondens website

- Sales ROI: 725%