SCHOOL FOR JUSTICE

Short List
TitleSCHOOL FOR JUSTICE
ClientFREE A GIRL MOVEMENT INDIA
Product / ServiceA SCHOOL AND EDUCATION PROGRAMME
CategoryD03. Use of Social Platforms
EntrantFLEISHMANHILLARD INDIA Mumbai, INDIA
Idea Creation J. WALTER THOMPSON AMSTERDAM, THE NETHERLANDS
PR FLEISHMANHILLARD INDIA Mumbai, INDIA
Production J. WALTER THOMPSON AMSTERDAM, THE NETHERLANDS
Additional Company FREE A GIRL MOVEMENT Haarlem, THE NETHERLANDS
Additional Company 2 NEW AMSTERDAM FILM COMPANY, THE NETHERLANDS
Additional Company 3 MASSIVE MUSIC Amsterdam, THE NETHERLANDS
Additional Company 4 HECTIC CONTENT Mumbai, INDIA
Additional Company 5 MRTN EDITING Amsterdam, THE NETHERLANDS

The Campaign

The School for Justice takes the victims of sex trafficking out of prostitution and into prosecution. A school and an education programme, the world’s first School for Justice was launched on April 6, 2017 in Mumbai. The School for Justice is working with some of India’s most respected law universities to train girls 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. The School for Justice is not only starting a conversation around child prostitution on an epic scale, without the use of traditional media spend – but is also fundamentally shifting opinion. The School for Justice is built to last. And the class of 2018 is already on its way. Not just changing the conversation, but changing lives.

Creative 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 school was brought to life in the digital and social space by communicating its key messages with very shareable content, highlighting the injustice around child prostitution in a clear and rational way, but also empowering the victims and turning them into heroes. The story was told on different levels and throughout different channels over the course of the communication campaign, building the audience with each piece of content, and always leading them to the website to actively participate, and ‘Support the School for Justice’, through donations, collaborations and sharing. This included a press conference introducing the school in Mumbai, a photographic exhibition of the class of 2017 and their stories, a website, several campaign films, a PR and social media campaign.

Describe the success of the promotion with both client and consumer including some quantifiable results

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 previously 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 male Of 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.

Explain why the method of promotion was most relevant to the product or service

The brief was for a campaign to create awareness around child prostitution in India. When we discovered the statistic of 1.2 million children in forced prostitution vs. 55 legal cases, it was clear a more fundamental approach that generated emotional interactions, was needed. The approach combined hard data on the statistics of child prostitution in India with the emotional, human stories of the girls, in a campaign that integrated advertising, PR and social to convey the power of their stories to get the target group – and beyond - to actively support the School for Justice.

The brief was 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 this demanded a more fundamental approach than a standard advertising campaign. The strategy for creating interaction was two-fold. Firstly, to create a tangible, long-term solution to a deeply rooted problem. Secondly, to raise awareness about child prostitution and thereby changing opinions from seeing the girls as complicit in the crime, to the victims of exploitation. The strategy went beyond starting a conversation through campaign messaging; it was about active support and participation. So in every message, we pushed people to visit the website to read about the girls, and donate, share the message or collaborate in whatever way they could.

Credits

Name Company Position
Yusuf Hatia FleishmanHillard Managing Director FleishmanHIllard India
Bas Korsten J. Walter Thompson Creative Partner
Marcel Hartog J. Walter Thompson Executive Creative Director
Friso Ludenhoff J. Walter Thompson Creative Director
Maarten Vrouwes J. Walter Thompson Creative Director
Guney Soykan J. Walter Thompson Art Director
Erik-Jan Koense J. Walter Thompson Business Director
Jessica Hartley J. Walter Thompson PR Director
Catherine van Acker J. Walter Thompson Senior Concept Producer
Linda Jansen J. Walter Thompson Concept Producer
Sanne Kragten J. Walter Thompson Concept Producer
Lotte de Rooij J. Walter Thompson Screen Producer
Reiner Slothouber J. Walter Thompson Digital Producer
Angelique Schreuders J. Walter Thompson Connection Strategist
Lex Noteboom J. Walter Thompson Strategist
Lisse Mastenbroek J. Walter Thompson Strategist
Tim Arnold J. Walter Thompson Video Editor
Robert Harrison J. Walter Thompson Visual Designer
Ronald Mica J. Walter Thompson Visual Designer
Juliette Stevens New Amsterdam Film Company Director
Evelien Hölsken Free A Girl Co-founder
Nicole Franken Free A Girl International Campaign Manager
Tripta Biekram Free A Girl International Campaign and Program Coordinator
Vaibhavi Parekh FleishmanHIllard Account Director
Kaveri Roy FleishmanHIllard Manager, Planning & Digital
Kaizin Sadri FleishmanHIllard PR Counsellor
Esha Jolly FleishmanHIllard PR Counsellor
Munavar Attari FleishmanHIllard Business Director
Links
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