Free The Forced
Award: Wood Pencil
Wood Pencil / Mobile Marketing / Integrated Mobile Campaigns / 2014
Every year 60,000,000 women are forced to marry. The United Nations Association of Germany wants to make this invisible crime visible – by engaging people directly and involve them. On a bridge, where couples have fixed thousands of padlocks to express their everlasting love, we put up 3.500 locks representing women trapped in forced marriage. By scanning QR codes on our locks, people could donate on our mobile site and receive a number code to open a lock – and to symbolically free a woman. To help spread the word about the victims, social media functions were included.
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