School For Justice

Free a Girl

Helping former child prostitutes forge a path that fights against the corruption that keeps them there.

Purpose

The campaign serves to tackle a long-standing human rights issue from the root source of the problem. India has more underaged girls in prostitution than any other country, with many of them stuck there with no way out, and the prosecution rate is disturbingly low. Together with Free A Girl, we created a campaign to give girls who grew up in these conditions the tools needed to fight back.

Responsibilities

My role in the project was more behind the scenes. I created visual animations based on designs delivered by staff at J. Walter Thompson, and created a simple one-pager landing page to spread to potential investors and clients. The goal was to recruit sponsors who were willing to help fund the project.

The project itself required a ton of things to be set in place to protect these girls. When a girl escapes their circumstances, often times poverty and the lack of convictions creates a circumstance where these girls see it in their best interest to return, if they weren't forced to go back in the first place. These children have little opportunity and are constantly at risk.

To ensure the campaign took off, Free a Girl selected girls that were vetted and profiled to ensure they have a chance at a solid chance at making it through the education system. We managed to partner up with one of the top law universities in India, with a second opening up in 2019 and a third in Nepal. To ensure the women in the program are protected, we protected their anonymity to the max, not naming them or the university.

The landing page I produced assisted in telling the story, while telling the story to investors ahead of the official campaign launch. J. Walter Thompson eventually launched the campaign with several ad videos, a comprehensive website that documented the girls' experience, and reached 1.1 billion users on social platforms with 28% engagement and 34 million non-digital audience reach.

Today, more schools are opening their doors to these women, and it feels like justice is closer to truly being served.

Learn more about their stories.