UNFPA and UNICEF have teamed up with Wunderman Thompson Portugal for a global campaign titled ‘Life, Interrupted’ to raise awareness of the End Child Marriage programme.
Launched to coincide with the International Day of the Girl, the campaign features print ads that tell the stories of Aisha from Yemen, Dembe from Uganda and Sonakhi from India; raising awareness of the need to end child marriage.
Showcased across press and on UNICEF and UNFPA’s global social media platforms, the adverts are designed to highlight how the non-profit groups need the support of governments, institutions, companies and people around the world to end child marriage.
The adverts depict text of a young girl’s hopes and dreams, yet, mid-way the text is interrupted and falls away in the middle, as the words and letters run into each other.
One advert tells the story of Indira, who begins by stating “When I grow up, I want to be a teacher and teach all the children in the world how to read and write beautiful stories”.
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As the threat of child marriage looms over Indira, her text falls apart, creating a significant interruption in her story. Yet, after a team speaks to her parents and convinces them not to go ahead with the wedding, the young girl’s story reverts to legible text.
The simple yet poignant creative concludes with the words, “Hello, my name is Indira, I’m 12 years old and when I grow up, I am going to become a teacher.”
Wunderman Thompson global chief creative officer, Daniel Bonner, commented: “Raising the awareness of such an important initiative is a huge responsibility for us and we feel privileged to be a part of it.”
“Bringing the End Child Marriage global programme to the world’s attention requires a standout message, and thanks to the support of UNFPA-UNICEF, we have been able to deliver a less conventional campaign which combines the incredible power of an authentic human story, dramatised with a less conventional use of language and typography.”
Wunderman Thompson UNICEF global client lead, Nuno Santos, added: “Wunderman Thompson is extremely proud to help UNFPA and UNICEF rally the world to join forces to end child marriage by 2030.
“It is a disturbing reality that happens far too often, and we hope that by sharing these stories we can raise awareness of the implications and help end child marriage across the world.”
Last month UNICEF launched the second phase of its award-winning The C Stands for Children’ campaign, raising awareness of its intention o put children at the heart of everything it does.
