Agency: FleishmanHillard, India

Summary

Free a Girl, an international organization, aimed to launch its new initiative of 'School for Justice', to tackle the problem of impunity around child prostitution. FleishmanHillard was appointed to develop and rollout the India program. We were tasked to support Free a Girl India and launch the 'School for Justice' – a first-ever initiative that educate girls rescued from child prostitution to become lawyers and public prosecutors. This included strategizing an integrated PR campaign, internal and external communications and end-to-end campaign management.

The launch strategy included social media activation, sensitization workshops for the victims, activist- and celebrity-led engagements a media roundtable with eminent personalities coupled with a long-term advocacy program to help spread awareness about the movement in India. We helped build social media communities and drive strong PR conversations, highlighting the need to break the cycle of impunity and positioning School for Justice as the path-breaking initiative to rebuild lives of survivors. The 'School for Justice' was successfully launched in Mumbai on April 6 2017. The campaign delivered a social media reach in billions and earned PR value in tens of millions and counting.

The Concept