During Turkish weddings there is a tradition of tying a red ribbon around the waists of brides. Unfortunately, red ribbons are tied around the waists of children too. Over the last 10 years more than 400,000 children were forcibly married. To help future children we talked with past child brides, collecting their messages and also their red ribbons. These were then delivered to people with the power to change the future: the next generation of university graduates.
Our solution required reaching out to people with the power to prevent, help or expose this horrific practice. On the students’ graduation day, we tied the collected red ribbons and child brides’ messages directly onto their diplomas. The voices of past child brides urged the graduates to always look out for and help potential future child brides.
By implementing the project at Bahcesehir University’s graduation ceremony, we were able to directly target an audience of future professionals. After the ceremony we received amazing feedback from the new graduates, many declaring they would do all in their power to help potential child brides in need. Aside from the ceremony, our message was further shared on social media and gained over 10 million media impressions.
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Awards
Cannes Lions / 2 Shortlists
Golden Drum / 2 Gold + 1 Silver
Eurobest / 1 Bronze + 4 Shortlists
Crystal Apple / 4 Crystal + 1 Silver
Felis / 2 Felis + 1 Achievement
Cannes Lions / 2 Shortlists
Golden Drum / 2 Gold + 1 Silver
Eurobest / 1 Bronze + 4 Shortlists
Crystal Apple / 4 Crystal + 1 Silver
Felis / 2 Felis + 1 Achievement