UN: Free the forced

Campaign details

Advertiser: United Nations Association of Germany
Agency: Cheil Germany
Category: Innovation
Region: EMEA

Strategy

Worldwide every three seconds a woman is forced to marry. This amounts to 60,000,000 women. But this shocking fact is largely unknown by the public, because forced marriage is an "invisible crime". The United Nations Association of Germany wants to make this invisible crime visible. Therefore the primary goal of the campaign was to raise awareness for women who are threatened or affected by forced marriage – by engaging people directly and involve them by using mobile technology. At the same time we wanted to offer an easy way to actively help the victims of forced marriage.

To spread the message about forced marriage we choose a location where forced love contrasts sharply with voluntary love: The Hohenzollern Bridge in Cologne where thousands of couples have fixed traditional "love padlocks" to express their love. We wanted to catch people on this "love bridge" when they are in a romantic mood and use the traditional "love padlock" in a new way that makes them curious.

Execution