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...