Campaign details

Advertiser: Free a Girl Movement
Brand: Free a Girl Movement
Agency: FleishmanHillard
Country: India

The task at hand

Free a Girl Movement (FAGM), a Dutch organisation dedicated to raise awareness about forced prostitution of young girls by launching a first-ever initiative to fight against offenders - the School For Justice (SFJ).

There's an estimated 1.2 million girls forced in prostitution in India, of which only 55 cases lead to convictions. So as an initiative, SFJ aims to counteract injustice of impunity through a programme to educate girls rescued from forced child prostitution to become lawyers and public prosecutors.

The programme enables them to help out others that had to go through the same suffering and to do so with an intrinsic motivation to get justice. Evidently, this a necessary step to break the cycle of impunity.

SFJ is a joint initiative from the organisation's international movement, FAGM in India, and advertising agency J. Walter Thompson (JWT) Amsterdam, and was launched in Mumbai.