Background: The issue of CEFMUs remain high especially in Asian countries with the fact that parents in rural communities often see their children as an investment tool and early marriage as a way out of poverty. One irony to highlight is that these young girls wish to have fund to buy their way out of love while girls in urban areas are willing to purchase more to fall in the modern love. In a sense, love is somehow no longer a genuine connection, but rather a currency.

Strategy: Using AI-powered platform to bring relevancy and bridge the gap between the two disparity. Utilizing the dating app interface, we encourage young activists to swipe right for the young victims rights and start their first step in investing for Love Currency. While creating change, they invest in the pursuit of these girls' dreams, and they can also benefitted in their love dream.

Target audience: Youth girls in modern area, actively exposed to dating app/modern dating culture (16-26 in age, sharp mind, modern, digital savvy, active in modern dating, looking to join in a great cause). Through them, we amplify the unheard voices and create movement of swiping right that can easily be done to create massive entries and domino effect to help activists of Plan International APAC.

Implementation:

- start with IG Filter revealing AI-generated shareable content on what's it like to be young bride with no future

- main KV with CTA to visit webpage where the youths can become activists and use one swipe to cancel one marriage

- after one swipe, love currency exchange happens: the young girls trying to find love can redeem Free Boost feature on their dating app, while the young victims trying to fall out of love can have their dreams started with the fund/investment gained per swipe

- the webpage will later on become a hub to highlight stories of freed child bride and have the mentorship feature from the mentor (the swiper) and the mentee (the swiped child)

Timeline: Start the pilot campaign in one country (Indonesia), focus with province-level and open up the new province approach per 3 months period.

Scale: Regional scale with the aim to target 80 countries across Asia Pacific by 2030