‘Stop Child Marriage’ was developed for Indonesian Family Planning Association (PKBI), a non-governmental organisation that works across 26 provinces to improve women’s access to health, decrease the rate of maternal mortality and tackle the pernicious impacts of child marriage. The inspiring campaign encourages everyone to continue to fight against gender inequalities, actively challenge stereotypes, combat bias and celebrate achievements to improve women’s rights; and crucially, let children be children.
The campaign will drive awareness on social media using the hashtag #StopChildMarriage and deploy out-of-home in strategic locations along with video advertisements to generate awareness of the child’s right to education and self-betterment that is denied to them as a result of becoming child brides. According to UNICEF, one in nine married Indonesian women and 12 million girls are married off before the age of eighteen each year. Their vulnerable position as child brides leads to increased likelihood of domestic violence, maternal mortality and decreased access to education and employment.
The campaign amplification coincides with International Women’s Day (8 March) and falls against the backdrop of the Indonesian Parliament amending its marriage laws by increasing legal consent from 16 to 19 in September 2019; a move universally welcomed, including by the United Nation’s chief child rights body, UNICEF.
Moray MacLennan, CEO, M&C Saatchi Worldwide, said: “Child marriage is a global issue. This campaign, from M&C Saatchi Indonesia, will raise awareness not only in Indonesia, but around the world.”
Anish Daryani, CEO, M&C Saatchi Indonesia, said: “At M&C Saatchi Indonesia, we are putting our weight behind this social issue and showing our commitment to address child marriage in Indonesia by raising awareness about it. Child marriage deprives the girl child of a normal childhood and the basic right to education. It robs them off their innocence and an opportunity to become contributors to the society at large. Society needs to nurture a culture, environment and practices which encourage kids to remain kids.
He continues, “The idea came from the thought that if you keep your eyes closed to the issue, you are changing a child’s life for the worse; you’re putting them in that situation; you’re ruining their childhood. Hence, we ask people to open their eyes to injustice happening to the girl child, which is hidden in plain sight.”
Source: M&C Saatchi Indonesia