【SITUATION & TARGET】

It’s important to grow the work of young activists and involve more urban youth in solving CEFMU. For urban youth, however, CEFMU is a distant issue.

It’s hard to get a real sense of it, and many young people don’t connect it to actual action. It’s necessary to get urban youth to feel it for themselves and take strong action.

【STRATEGY】

To make the issue of "CEFMU" personal to urban youth, we utilize the insight that ring accessories are popular among them.

The idea is a "STUCK RING".

Through the shocking experience of being unable to pull off the ring they were given, the message that "Some girls are stuck in forced marriages." was promoted.Through a unique CEFMU simulation experience using the STRUCK RING, an innovative product inspired by the girls' wedding rings, we unite young people and encourage them to take action on solutions.

【IDEA EXECUTION】

(1) Distribute "STUCK RING" to urban youth.

Rapidly expand awareness of the issue through social media expressing frustration about the inability to remove the ring.

(2)Create the "#RingoutYourVoice" movement to remove the STUCK RING together.

With the hashtag "#RingoutYourVoice," many young people call for an end to child marriage along with the post about removing the rings.

(3)With this ring at the core, we accelerated social voice on SNS, used OOH in luxury stores to communicate CEFMU issues, and created an opportunity to have politicians wear the ring to discuss women's activities. In addition, classes using the ring will be held in rural schools so that girls can learn that they can play an active role in society.

【DEVELOPMENT】

The social movement "#RingoutYourVoice" will shift rural norms, and ring sales will support girls' social advancement. Furthermore, we view this issue as a challenge for the social advancement of all women and will empower the potential of all women through the ring.