This Seemingly Jokey Facebook Video Hides a Darker, Important Message

Robert/Boisen & Like-minded, Denmark has launched a campaign for Save the Children Denmark and The Danish Ministry of Foreign Affairs to mark Day of the Girl. 

 

The campaign aims to put focus on child marriages and the horrible fact that 7.5 million underage girls are married every year. With very limited budget, the agency saw an opportunity in the kind of content that people already engage with most on social media, and utilised this to create as much organic reach as possible. The video therefore takes the guise of a regular Facebook video and highlights bizarre wedding traditions from around the world in order to put focus on the worst of them all: Every seven seconds a girl under the age of 15 is married.

 

The campaign comes as part of a strategy to increase awareness of the problem in the run up to the world’s first summit aimed at ending child marriage. The meeting will take place in Senegal and Save the Children Denmark is one of the organisations behind the initiative.