2013 Results

CAT 41 - Public Interest Interactive (INT)


Cheil Germany GmbH (GERMANY)

United Nations Association of Germany, United Nations Campaign Against Forced Marriage: "Free the Forced"41-01447-INT

URL: http://freetheforced.org/case/mobile/

Agency (& City): Cheil Germany GmbH (Schwalbach am Taunus)

Creative Director(s): Roland Rudolf, Joern Welle, Thomas Schroeder

Copywriter: Thilo Mueller-Ohldach

Art Director(s): Ian Lit Shen, Peter Carlos Kirsch

Creative Concepter: Fernanda Roedel

Agency Producer: Moritz Gillrath

Chief Executive Officer : Volker Selle

Production Manager: Suzane Papac

Account Executive(s): Maximilian Ofer, Kai Hartung, Younghae Suh, Eduard Schoell, Sebastian Schoeningh, Jessica Harriet Pfanner

Social Media Strategist: Katharina Fahnl

Event Manager(s): Dunja Habib, Roman Laufer

Short explanation

Every year, 60,000,000 women are forced to marry. The United Nations Association of Germany wants to help the victims and make this invisible crime visible. On the famous Hohenzollern Bridge in Cologne, where couples traditionally fix “love padlocks” to express their love by free choice, the message about “forced love” has the greatest impact. On this bridge we put up 3,500 of our own branded padlocks representing women trapped in a forced marriage. By scanning the individual QR code on a lock people donated via their mobile phones on our mobile site and received a number code to open the lock – and to symbolically free a woman. To help spread the word about the victims of forced marriage, several social media functions were included in the mobile site. A campaign website provided additional detailed information about forced marriage in Germany and worldwide.