free a girl MOVEMENT
Helping victims of child prostitution become lawyers and prosecutors so they can bring those responsible to justice.
An unjust cycle created by impunity.
India has the most underage girls in prostitution in the world. Despite the magnitude of the problem, the amount of prosecutions against the criminals involved is incredibly low.
Because of the reason that the perpetrators are not being punished, these crimes keep on happening. The School for Justice is a radical yet tangible solution to this deeply rooted problem.
The aim of the school is to educate girls rescued from child prostitution to become lawyers and prosecutors with the power to take action against the criminals that once owned them.
A school to turn victims into justice fighters.
The School for Justice was officially opened on the 6th of April in collaboration with one of the best law universities in India. For safety reasons, we cannot name the university nor can we use full names of the girls.
The first class consists of 19 brave girls, and we have already started the selection for the class of 2018. The girls follow a five-year education to become lawyers or public prosecutors with the determination to challenge India’s legal system from within.
Stories of the girls.
The campaign started with a film that tells the story of The School for Justice and driving viewers to the website where they can learn more about the school, stories of the students and the ways of supporting it.
The role of design in establishing a prominent law school.
Law & education system were our main sources of inspiration for the art direction of the campaign and the branding of the school. Design was a key necessity to establish its credibility as a successful and prominent law school.
A cause to support.
The conversation was fueled and endorsed by celebrities like Bollywood actors Mallika Sherrawat and Anupam Kher, Supreme court lawyer Meenakshi Arora and the youngest Nobel prize winner Malala Yousafzai.
The campaign continued with two other films to maintain the heat of the conversation and reach more people in social media.
The conversation lifted the lid on the taboo subject of child prostitution and took India by storm. The world followed soon.
D&AD Impact - Education: Black Pencil
D&AD Impact - Humanitarian Aid: Wood Pencil
D&AD - Integrated: Graphite Pencil
Cannes Lions - Direct: Gold Lion, Shortlist
Cannes Lions - Titanium: Shortlist
Cannes Lions - Outdoor: 2 Shortlists
Cannes Lions - PR: Shortlist
Cannes Lions - Glass: Shortlist
LIA - Non-Traditional: 2 Golds
Epica - PR: Silver
Epica - Media Innovation, Altenative Media: Bronze
Spikes Asia - Promo & Activation: Silver
Spikes Asia - Direct: Silver, Bronze
Creativity Awards - Best Work For Good: Finalist
The Sabre Awards South Asia - Not for Profit: Gold
ADCN - Integrated: Nomination
ADCN - PR & Influencer: Nomination
ADCN - Brand Activation & Experience: Nomination
ADCN - Next: Nomination
ADCN - Craft: Nomination