Plan International wanted to raise awareness about the global problem of child marriage and foster a deep commitment to ending it. The challenge was to reach a broad and diverse audience in public spaces where there is a lot of digital noise and people’s attention spans are minimal.
To succeed, the campaign needed to not only catch the attention of passersby but also deliver an emotionally charged and powerful message. The goal was to integrate relevant, real-time, and contextual information that could directly relate to people’s immediate everyday situations, which in turn would maximize the campaign’s impact and spark lasting reflection.
We developed an innovative, data-driven digital out-of-home (DOOH) solution that was installed at select train stations. The campaign included:
The campaign combined advanced software technology and dynamic data with a powerful social message to successfully shed light on an urgent global crisis. By interweaving train schedules with facts about child marriage, we succeeded in transforming traditional outdoor advertising into an interactive, thought-provoking experience that inspired reflection and action in an engaging way. The result was a highly acclaimed campaign that demonstrated how modern technology can be used as a tool to evoke deep empathy.
A big thank you to Ocean Outdoor Sweden and Stendahls for a great collaboration!
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