Plan Belgium aims to empower girls all over the world. Child marriage is a global issue that greatly reduces the chances to a good education and a bright future.

Through this campaign they wanted to acquire funds & supporters to help them in their fight against child marriage. This campaign brought a faraway problem to our screens in an unexpected way at an unexpected moment, to confront the viewers.

Aside from the increased awareness of Plan Belgium & child marriage, the campaign also had very positive results regarding the number of Plan Parents (a plan parents supports a minimum of €15/month).

The objective was to encourage 850 people/families to sign up as a Plan Parent. The final result at the end of the campaign was even better: 984 people signed up and our now fighting child marriage one step at a time!

Since the idea was to hijack the age warnings we had to make sure they were scheduled right before the movie. To achieve this we worked closely together with SBS Broadcasting (Vier & Vijf) & Brightfish (Cinema) to get this unique ad placement.

We also used the exact same style & voice-over as the channels & cinema usually use, to maximize credibility. We wanted people to think the age warning was the same as always, so they would be genuinely surprised when seeing our girl walk in.

Since the topic concerns everyone, the target audience for this campaign was very large, although specifically we aimed to reach men & women between 25 & 50, preferably with children of their own.

The ‘ad’ was shown in cinema’s before action movies & thrillers, to reach the younger parts of our audience. On television, the age warnings were shown before the ‘weekend-movies’ on Friday- & Saturday night to reach the families.