BACKGROUND

More than 40% of the world’s child marriages take place in India.

This practice prevails as a cultural norm, making girls doubt they have any say in their future and instead abide by their parents’ wishes.

We want girls to realize they in fact have a choice, and a hand in their future.

INSIGHT

In Indian Wedding tradition, a Mehndi ceremony takes place. Ornate henna designs are drawn on the hands of the bride to wish her good health and prosperity in her marriage. But when the bride is a child, neither of those are in her future.

IDEA

MEHNDING THEIR FUTURE. Drawing girls' future in the palm of their hands.

EXECUTION

Plan International India will partner with the county’s top Mehndi artists to create new designs that symbolize a girl’s commitment to herself outside of an early, forced marriage. Instead of designs rooted in well wishes for a bride, these designs symbolize EDUCATION, HEALTH, FREEDOM, YOUTH, AMBITION, CAREER, and other aspirations.

ON-GROUND 

In urban areas, there will be free mehndi sessions for girls, who want to make a statement against the practice of child marriage. They can choose any design that resonates with them and have it done. Tapping the Youth Action Platform, we'll encourage them to post their hand photos with the hashtag #MarriedToMy____.

In rural areas, we’ll tap local mehndi artists to do the same, in a program that encourages girls to be married to their education, their youth, and their dreams– instead of being married early.

This initiative can be launched across the country on January 24, India’s National Day of the Girl Child. 

ONLINE

Taking the movement online, we will have the following executions:

MEHNDI FILTER | Instagram

An AR Filter that allows more girls to try on the designs virtually. Every share and post with the filter is an added count towards the number of people making an unmissable statement.

LIVE DRAWING | Tiktok

We also show the ‘satisfying’ process of the mehndi being drawn on the hand, mesmerizing online viewers with the mehndi process while educating them on what can be done.

E-COMMERCE 

Finally, we make our designs accessible to the whole Asia-Pacific by having the henna tattoos available for purchase online. Proceeds go to Plan International’s efforts to end child marriage by 2030.  

Because the future has always been in these girls’ hands. And now, they will have a way to see it.