With over 290 million child brides, accounting for 45% of global total, South Asia has the world’s greatest number of child brides. Even with the criminalization of child marriages, deeply rooted cultural beliefs and lax enforcement by authorities allow for child marriage practices to continue.

The creative idea? Crash weddings to make a statement against child marriages – using this shocking event to sensitise urban advocates and remind rural people that child marriages are not allowed.

The target audience include youth activists, aged 16-26 and rural girls/ families who are vulnerable, financially distraught and coerced into child marriages. Urban advocates against child marriage have become desensitised to repetitive child bride stories. To re-engage them, a shocking event is necessary to jolt them out of desensitisation.

This campaign will be carried out in 4 stages:

a) CRASH THE GTA WEDDING [DIGITAL]

Crash weddings on GTA and stream them on Twitch to learn about child marriages.

b) CRASH THROUGH BARRIERS [SOCIAL + RADIO]

Make a stance on child marriages through social and radio.

c) CRASH THE REAL WEDDING [ACTIVATION]

Literally.

d) CRASH THE MARRIAGE SYSTEM [OUTREACH + ON-GROUND ENGAGEMENT]

Empowering young girls through education and employment opportunities.

This first three phases of the campaign will last one year. The last phase is meant to bolster on-ground efforts and will continue till all child marriages are eradicated.

Why this idea works?

UNIQUE AND DISRUPTIVE

Unconventional approach grabs attention and disrupts the desensitization towards child marriages

MULTI-PRONGED APPROACH

Leveraging on effective channels to raise awareness, rally and mobilise youth activist communities across Asia

HIGH-IMPACT, LOW-COST

Sparks conversation and debate, leading to earned PR and digital shareables that extend the mileage of campaign

SEAMLESS DONATION PROCESS

Monetary donations that youth can easily access, contributing to the abolishment of child marriages