free a girl MOVEMENT
Helping victims of child prostitution become lawyers and prosecutors so they can bring those responsible to justice.
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India has the most underage girls in prostitution in the world. Despite the magnitude of the problem, the amount of prosecutions against the criminals involved is incredibly low.
The aim of the school is to educate girls rescued from child prostitution to become lawyers and prosecutors with the power to take action against the criminals that once owned them.
The School for Justice was founded in 2017 in collaboration with one of the best law universities in India. In 2019, a second school was opened in India and a third one in Nepal.
* For safety reasons, we cannot name the university nor can we use full names of the girls.
The girls follow a five-year education to become lawyers or public prosecutors with the determination to challenge India’s legal system from within.
A school to turn victims into justice fighters.
The campaign started with a film that tells the story of The School for Justice and driving viewers to the website where they can learn more about the school, stories of the students and the ways of supporting it.
The role of design in establishing a prominent law school.
Law & education system were our main sources of inspiration for the art direction of the campaign and the branding of the school. Design was a key necessity to establish its credibility as a successful and prominent law school.
A cause to support.
The conversation was fueled and endorsed by celebrities like Bollywood actors Mallika Sherrawat and Anupam Kher, Supreme court lawyer Meenakshi Arora and the youngest Nobel prize winner Malala Yousafzai.
The campaign continued with two other films to maintain the heat of the conversation and reach more people in social media.
School for Justice lifted the lid on the taboo subject of child prostitution and took India by storm. The world followed soon.
See Credits +
Agency: J. Walter Thompson Amsterdam
ECD: Bas Korsten
CDs: Friso Ludenhoff, Maarten Vrouwes
Art Director: Güney Soykan, Maarten Vrouwes
Copywriter: Friso Ludenhoff
Awards
D&AD - Impact - Education: Black Pencil
D&AD - Impact - Humanitarian Aid: Wood Pencil
D&AD - Integrated: Graphite Pencil
Cannes Lions - Direct: Gold Lion, Shortlist
Cannes Lions - Titanium: Shortlist
Cannes Lions - Outdoor: 2 Shortlists
Cannes Lions - PR: Shortlist
Cannes Lions - Glass: Shortlist
LIA - Non-Traditional: 2 Golds
Epica - PR: Silver
Epica - Media Innovation, Altenative Media: Bronze
Spikes Asia - Promo & Activation: Silver
Spikes Asia - Direct: Silver, Bronze
Creativity Awards - Best Work For Good: Finalist
The Sabre Awards South Asia - Not for Profit: Gold
ADCN - Integrated: Nomination
ADCN - PR & Influencer: Nomination
ADCN - Brand Activation & Experience: Nomination
ADCN - Next: Nomination
ADCN - Craft: Nomination