What do we use cookies for?
We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.
Beyond advertising
Mumbai – Ad agency JWT Amsterdam has opened a law school for victims of child prostitution in partnership with the Free a Girl Movement.
- School for Justice, which opened on 6 April 2017, is open to girls from all school levels
- The school is working with one of India’s most respected law universities to enable its students to study for a Bachelor degree in law
School for Justice, which began as an advertising campaign commissioned by the Free a Girl Movement to raise awareness about child prostitution in India, has developed into a permanent educational establishment designed to train former child prostitutes as lawyers.
More than 1.2m children in India are working in the sex industry, according to the Free a Girl Movement, yet only 55 legal cases made against traffickers led to convictions in 2015.
‘We needed to go beyond the brief and think of a radical and more fundamental approach,’ Bas Korsten, executive creative director at JWT Amsterdam, told The Drum. ‘The School for Justice is a very real solution to a problem, as well as a communication idea to raise awareness.’
The Big Picture
The initiative highlights the growing number of brands that are acting as forces for social good where governments are failing. To find out more, read our Civic Brands macrotrend.
Most Recent
1
The post-influencers redefining social media:
A growing number of public figures are shying away from perfectly polished...
2
The anti-choice homeware movement:
Overwhelmed by choice, Millennials are turning to brands that offer a...
3
The new influences shaping the future of colour forecasting:
Catwalks have historically set colour trends, says James Cropper’s Mark...
4
Post-modern Museums:
Pop-up museums are transforming from novel experiences into platforms for...
5
Flexibility must sit at the heart of place branding:
Droga5’s Chris Chapman on why it’s crucial to delve into an area’s past and...
6
How fintech can speak to Generation X and beyond:
Clare Gambardella, chief customer officer at Zopa, on using design to ensure...
7
How co-living is confronting urban challenges:
No longer confined to affordable housing for young people, new co-living...
8
Music as Medicine:
Music is emerging as the next frontier for wellness, with musicians, record...
9
Eco-tel Evolution:
Government policies are driving a new wave of environmental initiatives at...
10
Behavioural science will boost your business:
Rupinder Mann, founder of UnNamed Ventures, explains the role of...
11
Does Escapex herald the future of social media?:
Shamik Talukder, chief business officer at Escapex, on the need to create a...
12
Instagram isn’t the space for sustainable fashion:
As more brands strive to be sustainable, it’s time to re-think social...
13
Adaptive Beauty:
Innovative technology and packaging solutions are ushering in a new era of...
14
Suncare Market:
Growing interest in skincare and skin health is driving innovation in the...
15