UNICEF (United Nations International Children’s Emergency Fund): Case study

Credits & Description:

Brand UNICEF
Entrant PAGÉS BBDO SANTO DOMINGO
View full campaign ▸

2/4


Glass - The Lion For Change
Category Section Award
Glass
Glass: The Lion for Change
Gold Lion
Synopsis
In the Dominican Republic, 37% of women get married before turning 18, and 12% before their 15th birthday. To make matters worse, the law actually allows this but a big part of the country is blind to this reality.

Unicef asked for our help to make this a matter of national interest and demand action from the government to change the law.

Strategy
Our strategy was to tell the story in a raw way to provoke disgust in the viewers, making them feel uncomfortable and demand the TV networks to take the soap opera off air, which is a common occurrence in our country when it comes to indecent content. We then turned our conversation from disgust into a war cry for change, by revealing that the stories where taken directly from the lives of people going through this kind of violence, true stories that no one would like to see ever again, letting the public know that there is a law that allows child marriage and that it had to be changed. The strategy was to get the support of the public, celebrities, the press and, most importantly, get government officials to change this law.