BKPM: #STOPCHILDMARRIAGE

BKPM, a family planning association, launched a public awareness campaign in Indonesia to create strong public opinion against child marriage and pressure the Government to ban the practice.

Campaign details

Brand: BKPM (PKBI – Perkumpulan Keluarga Berencana Indonesia)Agency: M&C Saatchi Indonesia

Strategy

Objective

The menace of child marriage has been prevalent in Indonesia for centuries, and continues to the present day. When society sees child marriage as normal, how do we get them to see it differently?

Insight: Daughters can be married off at just 9 years old to relieve parents of the financial burden of education and upbringing. Society considers this to be a "practical solution" and "closes its eyes" to the issue.

Our single-minded objective was to create strong public opinion against...

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