Impactful Awareness Campaigns: The Heartbreaking Truth Behind Child Marriages
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The Power of Marketing in Social Awareness
Having spent the initial years of my career in advertising, I find myself particularly alert to unique and impactful commercials. It has become clear to me that some of the most compelling campaigns are those that are difficult to watch. A prime example would be the ubiquitous dog shelter advertisements, often accompanied by somber melodies.
When those familiar tunes play, you might find yourself urgently calling out, “Babe! Grab the remote! Quick!” But by then, it’s too late; you're already captivated.
“Look at that poor pup; he seems so hungry… someone needs to feed him…”
“Oh no, he’s shivering.
“Babe, we have to call 1-800… let’s help that dog!”
Some organizations, like PETA, tend to be more aggressive in their tactics, but their approach certainly garners attention. Once in a while, an advertisement comes along that etches itself into your memory, striking a deeper chord within you.
One such powerful commercial dates back to 2016. It's neither graphic nor vulgar, yet it lingers in your thoughts long after viewing. It opens with a bride preparing for her wedding day, her hair being styled and makeup applied.
As the scene unfolds, we see her dress elegantly hanging in the dining area.
Then comes the highlight — her grand entrance down the aisle.
What follows is a traditional wedding moment, reminiscent of countless ceremonies. However, the emotional punch arrives when the groom lifts the veil:
To everyone’s shock, the bride is revealed to be just 11 years old, while her husband is 35.
This striking advertisement from UNICEF aimed to raise awareness about child marriages globally. Following this shocking reveal, the video shifts to a website mimicking a matrimonial platform.
Chapter 1: Child Marriages — A Global Crisis
The website features a faux wedding announcement for the young bride, Lilly, who at just 11 years old is now wed to 35-year-old John. Their ceremony is lavish, adorned with roses and ribbons. Lilly, having taken a day off school for the occasion, will not be returning to her studies — her new responsibilities as a wife will take precedence.
The ad highlights the staggering statistic of 12 million child marriages occurring each year. Its brilliance lies in the stark contrast presented. Instead of showcasing the grim realities faced by most child brides, it utilizes imagery associated with opulent Western weddings, drawing attention to the societal disparity.
The majority of child brides come from economically disadvantaged regions in Sub-Saharan Africa and South Asia, although this issue exists even in the U.S. The choice to feature a white child in an upscale wedding setting effectively bridged the socioeconomic divide, amplifying the campaign’s impact.
UNICEF sought a visceral response, and they achieved it. While many people express their desire for change on social media, the reality is that when it comes time to contribute — whether through time or money — they often remain silent.
This represents a long-standing challenge for non-profits: many are "convenient activists." This issue is not unlike the hurdles marketers face; apathy is rampant. Thus, a public service announcement must be exceptionally compelling, which is why shock value can be an effective strategy.
The Role of Shock in Awareness Campaigns
YouTuber Coby Pierson adopted a different approach, recreating a child-bride wedding scenario using actors in a photoshoot near Times Square, NYC.
His experiment evoked strong reactions, as the staged wedding was interrupted by concerned passersby, and the male actor faced significant backlash until it was revealed to be a social experiment.
This approach highlights the grim reality that girls married before the age of 18 are significantly more vulnerable to domestic violence and various forms of abuse. They bear an immense societal burden, often overlooked.
In the U.S., there’s little incentive to confront these societal issues, and many awareness campaigns sometimes resort to excessive graphic content, potentially desensitizing viewers.
Kudos to UNICEF for their impactful work in raising awareness about child marriages. They have a remarkable ability to provoke thought and inspire action.
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