White Suits Girls use communication strategies to achieve its objectives. The campaign owns PR methods like media relations, press releases, social media management, OOH placements to raise awareness about early marraige in Azerbaijan. By utilizing media channels and generating widespread coverage, the campaign effectively communicates its message to the public, increasing its impact and driving positive social change. The campaign’s engagement with influencers and collaboration with celebrities enhances its reach and, making it a suitable example for PR category.

The campaign’s strategic PR efforts play a crucial role in shaping public perception, and achieving its goals.

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.

We had to come up with our own idea to achieve tho objectives below:

– 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 creative idea behind the "White Suits Girls" campaign was crafted to capture the attention of our target audience and drive meaningful engagement. Recognizing the pressing issue of early marriages in Azerbaijan and the lack of representation of female athletes in sports like judo, we aimed to rise conversations and call to action.

By challenging the traditional image of the white wedding dress and replacing it with the white judo uniform, we wanted to disrupt societal norms and increase interest in judo.

The decision to create a short film delivered our message. Through emotional storytelling, we were able to connect with our audience on a deeper level.

Moreover, our strategic approach to media placement, including targeted SMS outreach and collaborations with popular TV shows, ensured maximum visibility and engagement among our target demographic. By using these channels effectively, we were able to generate widespread awareness and inspire action within community.

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 extensive media coverage thanks to TV channels, news platforms and social media.

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 which means 50% of the country, 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 drove significant website traffic with increased clicks on the first day and throughout. It also boosted enrollment in judo schools, both new and existing. The rise in girls joining judo not only enhanced the brand's image but also indicates a promising future for female representation in the global judo arena.

The insights and data that guided our campaign were specifically designed to address the challenges faced by Azerbaijan regarding early marriage. Extensive research and data analysis were conducted to identify regions with high rates of early marriage, enabling targeted messaging and interventions. The campaign's strategies, such as SMS outreach and judo school openings, were adjusted to resonate with the local culture and context, ensuring relevance and effectiveness. Collaborations with local TV shows and judo competitions further enhanced its impact within the country.

Mainly the insight was based on the cultural background of the country, as we conducted interviews with victims. These interviews highlighted that financial struggles, family honor are key factors contributing to the problem.