School for Justice: School For Justice, 2

Credits & Description:

Title: School For Justice
Agency: J. Walter Thompson Amsterdam
Brand: Free A Girl Movement
Country: The Netherlands
Entrant Company: J. Walter Thompson Amsterdam
Advertising Agency: J. Walter Thompson Amsterdam
Media Agency: J. Walter Thompson Amsterdam
Pr Agency: J. Walter Thompson Amsterdam
Production Company: J. Walter Thompson Amsterdam
Additional Company: Free A Girl Movement, Haarlem / Massive Music, Amsterdam / New Amsterdam Film Company
Executive Creative Director: Marcel Hartog (J. Walter Thompson Amsterdam)
Designer: Robert Harrison (J. Walter Thompson Amsterdam)
Creative Partner: Bas Korsten (J. Walter Thompson Amsterdam)
Pr Director: Jessica Hartley (J. Walter Thompson Amsterdam)
Video Editor: Tim Arnold (J. Walter Thompson Amsterdam)
Art Director: Guney Soykan (J. Walter Thompson Amsterdam)
Creative Director: Friso Ludenhoff (J. Walter Thompson Amsterdam)
Creative Director: Maarten Vrouwes (J. Walter Thompson Amsterdam)
Business Director: Erik-Jan Koense (J. Walter Thompson Amsterdam)
Senior Concept Producer: Catherine Van Acker (J. Walter Thompson Amsterdam)
Concept Producer: Linda Jansen (J. Walter Thompson Amsterdam)
Concept Producer: Sanne Kragten (J. Walter Thompson Amsterdam)
Screen Producer: Lotte De Rooij (J. Walter Thompson Amsterdam)
Digital Producer: Sandra Balke (J. Walter Thompson Amsterdam)
Digital Producer: Reinier Slothouber (J. Walter Thompson Amsterdam)
Connection Strategist: Angelique Schreuders (J. Walter Thompson Amsterdam)
Strategist: Lex Noteboom (J. Walter Thompson Amsterdam)
Strategist: Lisse Mastenbroek (J. Walter Thompson Amsterdam)
Visual Designer: Ronald Mica (J. Walter Thompson Amsterdam)
Campaign Description:
The School for Justice takes victims of sex trafficking out of prostitution and into prosecution. Both a physical school and an education programme, the world’s first School for Justice opened on April 6, 2017. The School is working with one of India’s most respected law universities training girls, rescued from child prostitution, to become public prosecutors with the power and determination to challenge India’s legal system from within and ultimately prosecute the criminals who once owned them.A tangible solution to a deeply rooted problem, the school itself is the campaign. It has a strong call to action to ‘Support the School for Justice’ which is used to trigger an immediate response and participation in the short term. Changing opinions and perceptions around the victims of child prostitution in the long term.The School for Justice is build to last. And the class of 2018 is already on its way.
Outcome:
The challenge was to get taboo topics around child prostitution openly discussed in Indian media and amongst the public. The first responses from the national and international press have been favourable:-Endorsements from UK’s Law Society, Geena Davis foundation and Malala Fund-Covered by leading newspapers such as Mid-Day and Mumbai Mirror-34M+ local reach Very promising is the reaction of the public across social media. For a topic that’s pre-viously been left unspoken, India got vocal. Very vocal:-1.1G people where reached through social media -Levels of engagement are high (up to 28%)-Right local audience is being reached; 91% of the Facebook fans is Indian-70% of people who joined the conversation is maleOf course, The School for Justice will be a real success when the first girls are public prosecutors and the criminals who once owned them behind bars.
Strategy:
The brief was to create an advertising campaign to create awareness around child prostitution in India. When the agency discovered the statistic of 1.2 million children in forced prostitution vs. 55 legal cases, it was clear a more fundamental approach was needed than a standard advertising campaign. The strategy was firstly, to create a tangible and long-term solution to a deeply rooted problem.Secondly, to raise awareness about child prostitution and the impunity around it – and in doing so changing opinions from seeing the girls as complicit in the crime, to the victims of exploitation.Fundamentally the strategy was not only to start a conversation; but also to get the target group – and beyond - to actively support the School for Justice by sharing the campaign with their network and by offering support via social media.
Execution:
On a conceptual level the campaign combined two things: hard data on the statistics of child prostitution in India with the emotional, human stories of the girls.The campaign’s key messages were communicated through very shareable content, not only highlighting the injustice around child prostitution in a clear and rational way, but that also empowering the victims and turning them into heroes. The focus was on telling the story on many different levels and throughout many dif-ferent channels over the course of the communication campaign, building the audi-ence with each piece of content, and always leading them to the website where they could actively ‘Support the School for Justice’, through donations, collaborations and sharing. The content included a press conference introducing the School in Mumbai, a photo-graphic exhibition of the class of 2017 and their stories, a website, several campaign films, a PR campaign and a social media campaign.
Relevancy:
The School for Justice is a radical solution to a deeply rooted problem. The school itself is the campaign. It has a strong call to action to ‘Support the School for Justice’ which is used to trigger an immediate response and participation in the short term; and to change opinions and perceptions around the victims of child prostitution in the long term. It proved powerfully persuasive with a great result of 1.1 billion people reached on only social media and a high engagement rate of 28%
Synopsis:
India has the most underage girls in prostitution in the world with an estimated 1.2 million children forced to work in brothels. These girls, some as young as seven, are abducted, sold to traffickers and often tortured.Despite the magnitude of the problem, the amount of prosecutions is incredibly low. In 2015 only 55 legal cases that led to convictions. Poverty, the gender imbalance, the caste system are major driving factors leading to the current situation. This subject is taboo in India, so there is little awareness of this problem. People either don’t know – or look the other way.Also, a lack of good lawyers and judges with in-depth knowledge on human traffick-ing and child prostitution has a negative effect on the rate of convictions. These factors have motivated the Free a Girl Movement India to take the radical step of opening the world’s first School for Justice.