Situation:

In Azerbaijan, many girls get married early. Families prioritize marrying off their daughters, and think getting their daughters married is more important than their dreams.

Not many girls play sports like judo in Azerbaijan. Also, 2011 babies were born to girls under 18.

Brief:

Make a campaign about early marriages in Azerbaijan. Help girls follow their dreams and play sports like judo. Make families think about why they marry off their girls instead of letting them chase their dreams.

Objectives:

– Tell people about early marriages and how they affect girls' lives.

– Help girls feel strong and follow their dreams, especially in sports.

– Get more girls involved in sports, especially judo, to make things fair for everyone.

– Start conversations about early marriages to make things better for girls.

Our campaign, White Suits Girls, redefines the symbol of traditional white wedding dress by replacing them with empowering white judo uniforms. These uniforms embody more than just sportswear; they show the potential for girls to chase their dreams. This bold change challenges "strengthened" cultural norms and empowers girls to dream a future defined by their desire. Through our innovative idea, we transform the judo uniform into a symbol of empowerment, independence, and the fight for gender equality. This creative concept emerged from a deep understanding of the prevalence of early marriage in specific regions, driving us to craft a film showcasing parents choosing judo enrollment for their daughters over early marriage.

Additionally, we employed innovative strategies like SMS outreach to engage parents in high-risk regions. Customized messages highlighted judo's benefits, challenging traditional views and calling parents to act. These methods creatively made awareness about our message, causing positive social change.

Our PR strategy was based on the insight that early marriages in Azerbaijan were not only a cultural issue but also a barrier to gender equality even in the sports. We recognized the importance of raising awareness about issue and highlighting power of judo in challenging societal norms and empowering girls to pursue their dreams.

Our key message, White Suits Girls, emphasized every girl's right to chase her dreams free from cultural or societal barriers.

Using this data, we mapped out regions with high rates of early marriage and targeted parents living there. We used SMS outreach, billboard advertisements, and the opening of judo schools to engage with these parents.

Our range of assets, including a short film, posters, press releases, and social media posts, effectively communicated our message, showcasing judo's empowering impact and challenging societal norms.

The campaign implementation involved multiple strategies. SMS outreach targeted parents in high early marriage regions, encouraging judo enrollment. Billboards strategically reinforced the message. Judo schools were opened with free uniforms and training.

Covering several months, the campaign began with research, planning, and a short film launch. SMS, billboards, and TV show placement followed. Judo schools opened, providing further support. Notably, on the first day, over one hundred girls joined, increasing the campaign's impact and sparking nationwide discussion.

Campaign elements were placed across various channels: SMS, billboards, TV, digital, and judo competitions like Grand Slam, ensuring broad reach and engagement.

The campaign covered the entire country, with particular emphasis on regions identified as high-risk. Its influence extended globally, gathering recognition from the International Judo Federation, thus strengthening its impact on an international scale.

The campaign gathered 12 million organic impressions and achieved 8 million views for its short film within the first week, reaching a 5 million (50% of the population) organically. It drove high website traffic, and increased enrollment in judo schools, both new and existing.

Audience response was positive, reflected in a rise of girls joining judo. The campaign's success was evident in doubling female judo athletes and rising awareness about early marriage, resulting in a significant increase from 1,067 to 2,067 in female judo participation.

The campaign not only influenced behavior and raised awareness but also altered societal perceptions, gathering recognition from the National Olympic Committee of Azerbaijan and the International Judo Federation. Additionally, the increase in female judo athletes improved the perception of the Azerbaijan Judo Federation, elevating its reputation and contributing to the nation's potential for producing champions.