New Campaign Shows Unsettling Reality Of The Child Bride

New Campaign Shows Unsettling Reality Of The Child Bride
SHARE
THIS



Unicef has created a new campaign about a bride and her groom, only there’s a confronting and unsettling twist to the tale.

The bride is in fact a child bride, who is shown getting ready for her wedding, walking down the aisle and crying while her adult husband holds her.

The United Nations agency created a fictional ‘child marriage’, staged in Surrey, to show these kinds of arrangements aren’t limited to specific cultures or countries.

Despite weddings typically thought of as a joyous and festive occasion, an estimated 15 million girls every year are forced into child marriage.

The clip shows snippets of the girl’s life, from a colouring book and teddy bear to her tiny shoes, before the 35-year-old lifts the veil to reveal the 11-year-old girl.

The message “he owns me” is seen on the back of a chair before the video closes with the child crying in her new husband’s arms.

Collaborating with Unicef on the campaign, The Bridal Musings website said it aimed to shine a “spotlight on this grim reality” to mark International Women’s Day.

“Weddings are supposed to be joyous and festive occasions, but this one is anything but a fairytale,” a spokesperson from the website said.

“About 15 million girls will be married as children this year – their right to a childhood ripped away.”

“As wedding bloggers we discuss the love, joy and beauty of weddings on a daily basis but for the millions of young girls who are forced into marriage, a wedding isn’t a joyous occasion – it’s a violation of their human rights, often marking the end of their education, their dreams for the future and their childhood,” it added.

A spokesperson for Unicef commented, “We hope that by casting a bride who may not seem at risk of child marriage and replicating a high-end ‘Western’ wedding we will provoke conversations on equal rights for girls everywhere. We all agree this video is deeply disturbing, yet 41,000 girls under 18 will be married today – in real life.”

“The world has awakened to the damage child marriage causes to individual girls, to their future children, and to their societies,” Unicef executive director Anthony Lake added.

“This is critical now because if current trends continue, the number of girls and women married as children will reach nearly one billion by 2030 – one billion childhoods lost, one billion futures blighted.”

The agency has launched a global initiative to try and combat child marriage, which hopes to reach more than six million girls in 12 countries where the rate of marriages involving children under the age of 18 are particularly high.

Latest News

The Best Time Of The Day To Check Your Emails
  • Opinion

The Best Time Of The Day To Check Your Emails

Bombarded by too many emails? Are the the little buggers taking up more of your time than they effectively should? Well, let Inventium founder and B&T regular Dr Amantha Imber (pictured below) pass on her sage words on tackling your electronic mail avalanche… I have a confession to make. I love checking email. I love how productive I feel smashing through […]

Opinion

by B&T Magazine

B&T Magazine
Culture As A Competitive Advantage
  • Opinion

Culture As A Competitive Advantage

Emma Bannister (pictured below) is founder and CEO of Presentation Studio, APAC’s largest presentation communication agency and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest B&T post, Bannister says a good office culture brings a myriad of advantages you probably have not even […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]