Communicating before the movie starts

The International Day of the Girl Child last week reminded us of one of the threats faced by girls around the world: forced marriage. In fact, 27 girls are forced into marriage every minute; that’s 2 every second. Child marriage is a global problem. It violates girls' human rights, curtails their education, harms their health and sharply constrains their future. By hijacking the age suitability warnings screened before 12+ movie trailers on TV, in movie theaters and even with pre-roll videos on the Internet, Duval Guillaume and Plan Belgium obliged viewers to confront the practice of child marriage. In these touching movies, 3 separate girls tell an emotional story and paint a true picture of this tradition at a moment when the audience is more receptive.

TitleLittle Girls Hijack Age Warning During Prime Time
Agency
Campaign Little Girls Hijack Age Warning During Prime Time
Advertiser PLAN
Brand PLAN Belgium

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Date of First Broadcast/Publication Subscribers Only
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Media Type Television & Cinema
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Copywriter R..f .e H...er Subscribers Only
Art Director J...s C...we Subscribers Only
Creative Director Ge....ey H....on Subscribers Only
Creative Director K....en B...ez Subscribers Only
Account Manager ..f L...en Subscribers Only
Account Director E..e Ja....ns Subscribers Only
Strategic Planner P..t Wu....an Subscribers Only
Strategic Planner S...ie J...ul Subscribers Only
Media Planner M....sa ..n H...te Subscribers Only
Agency Producer M..c ..n Bu.....out Subscribers Only
Agency Producer T...n P..m Subscribers Only
Production Company Ge....mo Subscribers Only
Director D..k D...n Subscribers Only
Director of Photography (DOP) P..t D....rt Subscribers Only
Executive Producer J...er Mo....rt Subscribers Only
Production Assistant M....as K...er Subscribers Only