Free A Girl’s “School for Justice” Recognized At Spikes Asia 2017
SINGAPORE, October 02, 2017 — Free A Girl’s “School for Justice” campaign has been recognized at this year’s Spikes Asia Festival of Creativity with three silver and a bronze Spikes award for the education program that helps take survivors of sex trafficking in India out of prostitution and into prosecution. It is aimed at getting taboo topics around child prostitution discussed openly in Indian society and amongst the media; thereby encouraging dialogue about the long-standing issue plaguing society.
The trophies add to a coveted D&AD Impact Black Pencil awarded earlier in the week for the same campaign.
The Spikes Asia awards include:
- Silver Spike for Integrated Winner 2017
- Silver Spike in the Promo & Activation and in the Direct category
- Silver Spike in the Direct category
- Bronze Spike for Use of Social Media
The “School for Justice” campaign, an education program in India, helps take survivors of sex trafficking out of prostitution and into prosecution. It is aimed at getting taboo topics around child prostitution discussed openly in Indian society and amongst the media; thereby encouraging dialogue about the long-standing issue plaguing society.
The agencies involved in the campaign are FleishmanHillard (FH) India – handling the PR and social media components of the campaign across India – and J. Walter Thompson (JWT) Amsterdam who developed the creative concept and responsible for the overall campaign. The campaign started with a high profile launch event in Mumbai in April 2017 and has expanded into social media outreach, media relations and education events. From creating awareness about the burgeoning issue of sex trafficking through impactful media channels to building and managing the social media community for the campaign, FH undertook an integrated approach for the campaign by collaborating with the country’s leading counselors from the Supreme Court to garner support for “School for Justice”, in addition to encouraging and training the girls to embrace their confident selves as they faced the media and stepped towards a new life.
The campaign has proved very successful in highlighting the issue and has garnered endorsements from international organizations and high engagement with local audiences.
Overall, Free a Girl’s “School for Justice” has picked up a Gold Lion at Cannes 2017, a Gold South Asia SABRE 2017 and a Black Pencil at D&AD in New York earlier this month.