VML and Burson highlight global crisis of child marriage with Plan International
VML and Burson Australia have launched an integrated campaign with Plan International to raise awareness of child marriage.
The announcement:
Full service creative agency, VML, in partnership with Burson Australia, has launched a major integrated campaign for Plan International that highlights the 12 million girls each year that are married before their 18th birthday. Child marriage often results in restricted access to education, increased vulnerability to domestic violence, and a heightened risk of serious health complications.
To support Plan International’s mission to end child marriage, the compelling campaign, Not Ready for a Wedding, has launched in the lead up to the International Day of the Girl (Saturday 11 October). Central to this campaign is a striking image of a teenage girl holding a bouquet of flower buds. This image symbolises the 12 million girls each year whose childhoods are cut short by early marriage, denying them the chance to realise their full potential.
Plan International ambassador Phoebe Tonkin has joined the campaign, lending her voice as a passionate advocate for global equality.
VML executive creative director, Richard Williams says: “The challenge with raising awareness of child marriage is it feels like a very distant issue for most Australians. This is the problem that Plan International Australia is facing every day. It was a problem we were convinced could be solved with creativity, so we were thrilled to partner with Plan to end this critical global issue.”
VML managing director, Sarah Bailey says: “We are proud to partner with Plan International to support its campaign to end child marriage. Challenging systems that prevent girls from accessing education and reaching their full potential is critical in enabling a positive and equitable future for us all.”
Burson’s deputy market lead AUNZ, Jessie Gogan, comments: “Our pride in this campaign lies in igniting change through stories that don’t just inform, but compel Australians to step up and be part of the solution. Strategic communication is our power to transform abstract global challenges into a tangible, local call to action.”
“The Not Ready for a Wedding campaign calls on Australians to help dismantle the harmful social norms that allow child marriage to persist,” adds Susanne Legena, CEO Plan International Australia. “We’re excited to partner with VML and Burson to communicate that child marriage is a violation of a girl’s fundamental right to choose her own future. At Plan International, we will not stop until that right is a reality for every girl, everywhere.”
The campaign launched in a high-profile event hosted by new Plan International patron, Her Excellency the Honourable Sam Mostyn AC, Governor-General of Australia, and consists of a film, outdoor digital display, social media, Plan ambassador activity and editorial coverage.
You can donate and support Plan’s work here: https://givingday.plan.org.au/.
Source: VML
