Plan International Canada readies child marriage campaign
Charitable organization Plan International Canada has prepared a new marketing campaign intended to raise awareness of the issue of child marriage. Called "Give Child Marriage the Finger," the initiative encourages consumers to visit a website at <http://www.endchildmarriage.ca> to make a donation, which will support the organization's work to end the practice of child marriage around the world. Those who do so will receive a ring intended to be worn on the fourth finger of the left hand, the traditional location for a wedding ring, as a symbol of their support.
The campaign will break tomorrow and will include national television, digital and print advertising. It will run until May 30. The campaign was developed by Isobar, Aber, DenstuBos and H&K Strategies.
"We know that this campaign is shocking," said Lisa Chicules, chief communications officer at Plan International Canada. "That is because child marriage itself is shocking. We want Canadians to notice and understand how devastating this issue is. One in three girls in the developing world is married before the age of 18 years, cutting short her education and increasing her risk of abuse. Globally, 15 million girls every year are forced into early marriages. That's over 41,000 every day, or nearly one girl every two seconds. Plan International Canada has made ending child and forced marriage in developing countries a priority."