Child marriage is a global problem that affects the lives of young girls in many different countries. Plan Belgium acts to tackle this problem by setting up health and education programs in various Third World countries. If girls can go to school for a longer time, the entire society benefits from this.

Plan Belgium wanted to raise awareness around child marriage and activate people to visit our website and sign up as a sponsor. In order to create a personal bond with our audience we had a real girl interrupt the age warning in cinema, stating that while children in Belgium are protected from all sorts of things (such as explicit content in films), in her country children are being forced into marriage.

Since the idea was to hijack the age warnings we had to make sure they were scheduled right before the movie. To achieve this we worked closely together with SBS Broadcasting (Vier & Vijf) & Brightfish (Cinema) to get this unique ad placement.

We also used the exact same style & voice-over as the channels & cinema usually use, to maximize credibility. We wanted people to think the age warning was the same as always, so they would be genuinely surprised when seeing our girl walk in.

Aside from the increased awareness of Plan Belgium & child marriage, the campaign also had very positive results regarding the number of Plan Parents (a plan parents supports a minimum of €15/month).

The objective was to encourage 850 people/families to sign up as a Plan Parent. The final result at the end of the campaign was even better: 984 people signed up and our now fighting child marriage one step at a time!