The “Child Wedding Cards” campaign by UN Women and IMPACT BBDO has just won the coveted Cannes Lions Grand Prix for Good in Health.
The low-budget, direct-mail campaign directly engaged lawmakers in Pakistan by sending them invitation cards to a child’s fictional wedding.
Invitation cards that were designed entirely by children, ranging in ages from 5 to 15.
Pakistan currently has the sixth highest number of child brides, and efforts have been ongoing to lift the minimum age for marriage to 18.
Lawmakers who received the child wedding cards proceeded to make videos holding the cards up, while affirming their commitment in the fight against child marriage. Dozens spoke up,
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