Breakthrough Trust: Fathers of the Bride

Zenobia Pithawalla, Ryan Mendonca and Kunal Dangarwala

This case study shows how the Breakthrough Trust, an NGO working on women and children's rights in India, used a bait strategy to educate parents and reduce the number of child marriages across the country.

Breakthrough Trust: Fathers of the Bride

Zenobia Pithawalla, Ryan Mendonca and Kunal Dangarwala

Campaign Details

Brand owner: Breakthrough TrustAgency: Ogilvy and Mather, IndiaBrand: Breakthrough TrustCountry: IndiaIndustry: Government, social policyChannels: Point-of-purchase, in-store, Radio, Social media, Television, Word of mouth, advocacyBudget: Up to 500k

Executive Summary

Every third child marriage in the world happens in India. Centuries of fighting against this practice have yielded incremental results, because it's a deeply rooted tradition. Breakthrough (NGO) wanted to take baby steps in order to make a difference. Instead of wide-casting the...

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