Using insightful data revealing significant challenges such as 2,011 underage births and low female athlete representation, the campaign strategically engaged specific target audiences. We began by mapping out regions with high rates of early marriage, allowing us to focus our efforts effectively. By employing various methods like SMS outreach, strategic billboard placement, and themed TV shows, the campaign directly interacted with parents in these high-risk regions. Through empathetic storytelling via a short film, the campaign inspired action and started crucial conversations within the population. Achieving its objectives within a month, the campaign demonstrated measurable impact and effective community engagement.

The "White Suits Girls" campaign was made for Azerbaijan, a country where early marriages are a big issue. With 2,011 babies born to girls under 18 due to these marriages, urgent intervention was needed. Moreover, in sports like judo, where only 6% of athletes were girls out of 16,867, there was a clear need to empower girls and break gender barriers.

In Azerbaijan, many people think it's more important for girls to marry early than to follow their dreams. But our campaign said girls can be strong and chase their dreams. We used white judo uniform to show this shift from the traditional white wedding dress. This white judo uniform represents strength and freedom for girls.

The campaign happened at the same time as more people were talking about early marriages, which was a good time to make a difference. By offering free judo uniforms and training, it aimed to empower girls and reshape cultural norms, promoting gender equality in Azerbaijan.

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.

The brand needed to address the issue of early marriages in Azerbaijan, which held back girls' opportunities and continued gender inequality. Additionally, there were only a few female judo athletes out of 16,867 judo athletes.

We recognized the brand's commitment to empowering girls and promoting gender equality. This inspired us to develop our campaign addressing the challenges faced by girls in Azerbaijan.

Our focus was on Azerbaijan, targeting regions where early marriages were common. Our audience included families, especially mothers and fathers.

We aimed to raise awareness about early marriages, particularly in sports like judo, and start taking actions to improve conditions for girls. The goal was to ensure fairness for girls in Azerbaijan and change lives, possibly saving thousands from early marriage.

Our insights were drawn from various sources, including data from the State Statistics Committee, which revealed that in 2022, 2,011 babies were born to underage girls in Azerbaijan. Additionally, only 15% of athletes in the country were female, with just 1,067 girls out of 16,867 judo athletes.

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

Through SMS, TV programs, and billboards, we called parents to take action by registering their daughters for judo, offering free judo uniforms, and providing a month of training.

Our call to action was clear: we encouraged parents to empower their daughters by enrolling them in judo and taking advantage of the free resources available.

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 drove significant website traffic with increased clicks on the first day and throughout. It also boosted enrollment in judo schools, both new and existing.

Audience response was positive, with a rise in girls joining judo.

The campaign gathered 12 million organic impressions, 8 million views, and a 5 million organic reach (50% of the population), demonstrating broad appeal.

The campaign successfully achieved a change in behavior, with a significant number enrolling their daughters in judo and recognizing the importance of prioritizing their dreams over early marriage. This change highlights the campaign's success in rising awareness.

The campaign impacted behavior, raised awareness, and shifted societal perceptions, earning acclaim from the National Olympic Committee of Azerbaijan and the International Judo Federation. Moreover, the rise in female judo athletes enhanced the Azerbaijan Judo Federation's image and boosted the country's potential champions, benefiting both the Federation and the nation.