Cannes Lions
BEYOND BORDERS MEDIA, Utrecht / UNESCO / 2023
Overview
Entries
Credits
Background
Education transforms lives and is at the heart of UNESCO’s mission to build peace, eradicate poverty and drive sustainable development. It is a human right for all throughout life. The Organization is the only United Nations agency with a mandate to cover all aspects of education. It has been entrusted to lead the Global Education 2030 Agenda through Sustainable Development Goal 4. Every child and young person has a fundamental right to education, well-being and healthy life.
Education on gender, sexual, reproductive health and rights, are essential for young people to be able to make informed decisions and to live in good health. They should be able to learn about their bodies. Sexual, and reproductive health education needs to be part of the curriculum at school and consequently strives for gender equality.
These 10 young people experienced trauma and are willing to openly share their stories to change the world.
Idea
The idea was to create a 'colourful safe space' where young people are free to express themselves and are able to share their often tragic stories safely. They are presented as real stars, just as artists in a music video. A space where they can feel equal and speak out openly, where no taboo exists. Also, we wanted to create a space that is free of association, where we do not see the social status of these young people. So young people are 'incognito' and not related to their wealth or status or backgrounds.
A colourful safe space is where young people can feel strong and resilient and proud of who they are and are able to express their wishes for the future of themselves, their children and the future of West & Central Africa.
Sharing real stories by young people means overcoming taboos, and will create change.
Strategy
The director's approach was to create a colourful safe space for young people away from their homes to allow them to openly speak out. I was a small room, with a paper background in a room in Yaoundé, Lomé and Dakar. This choice was to not show their background or home or if they were rich or poor, it was a deliberate choice to deconstruct stereotypes. The director asked them to bring their favourite clothes and a local make-up stylist lady was present on set to make the young people feel like pop stars. This helps to feel good and beautiful. A star because according to the director, these young people are 'stars' willing to share their traumatic stories in countries where sexual health topics are taboo. They are stars to speak out and represent their peers.
- governments, presidents ministers, cultural leaders, teachers and parents
Execution
NB: Implementation yet to take place:
- congress organisation by UNESCO in Brazzaville - done
- Invitation of all Education Ministers of West and Central Africa - done
Goal:
- add Complete Information Education to the curriculum
- introducing Complete Information and Education approach
- solving taboos on sexual and reproduction health education
How:
- Poster wall will be created, campaign and videos will be screened before an international audience of ministers!
- simultaneously launch of Social Media Campaign and Poster campaign
- scale 15 to 20 countries and ministers of education and online campaign supported by all partners of the AOC engagement in West and Central Africa.
- implementation will start in May 2023 with an international congress
- May to June 2023
- Conference and social media campaign
- 228 million children all countries in West and Central Africa
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