Beyond advertising

11.04.2017 J. Walter Thompson : Civic Brands : Advertising
School for Justice by JWT Amsterdam and Free a Girl Movement, Mumbai

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.

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