Cannes Lions

#STOPTHEWEDDING

TRIGGER OSLO, Oslo / PLAN NORWAY / 2015

Awards:

1 Shortlisted Cannes Lions
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Case Film
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Overview

Entries

Credits

Overview

Description

This is the story about the child bride Thea became a global icon in the fight against child marriage. Thea’s wedding blog kick-started a global movement which made the Norwegian #stoppbryllupet (#stopthewedding) into a world-wide motto for all those who wanted to show their disdain for the practice of child marriage.

World leaders, Hollywood celebrities, opinion leaders, commentators and a huge number of people from across the whole spectrum of Norwegian society took part in the campaign. After a mass mobilisation across the world we stopped Thea’s child wedding on the UN’s international day of the girl. At the same time we reached out to more than a billion people across the world, generated more than 140 million NOK for Plan Norway’s work and engaged Norwegian authorities to take on an international leadership role in the fight against child marriage.

Execution

We wanted to use the humble blog as our main tool to tell the story about child brides and the horror of forced marriage. Most people blog about their everyday life, but what would a life to a 12-year-old child bride look like? Thea gave us the answer, making it easier for people to grasp the problem, otherwise mostly illustrated in statistics and numbers.

Connecting Thea’s blog to a blog portal, where our readers and supporters come in contact with real blogs, from real girls around the world. The campaign was also in all Social Medias.

Outcome

The campaign was mentioned by thousands of international media. Earned reach 85million people in Norway and internationally the reach was more than a billion. Thea's blog was visited by 2.5million readers and #stoppbryllupet generated more than 30million organic impressions on Twitter.•Awareness: 68% of those who were aware of the campaign say it has made them realised the importance of fighting against child marriage.•Impact: #Stoppbryllupet recruited several thousand new supporters for Plan Norway that will contribute over 16.100.000 million EURO to Plan’s work (goal exceeded by more than 200%).

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