YOUNG LIONS ITALY WINNER
We had to create an integrated campaign in just 24 hours. The brief was to bring awareness, interest and action towards the persistent problem of child marriage and early pregnancy.
In Italy, the issue of child brides and child pregnancy is not well known or understood.
When tragic situations take place in developing countries, the problem is often overlooked. These important issues only become relevant when they occur in the public eye.
Terre Des Hommes, in collaboration with Valentino, will shed light on this terrible phenomenon with the help of the fashion world. Valentino intends to launch two new collections, one for brides and one for pregnant women:
"The Special Collections".
On the day of the launch, during Milan Fashion Week, the unaware guests will be shocked by an unpleasant reality. On the catwalk, after a few elegant models, little girls wearing tailor made wedding gowns and maternity clothes will replace the beautiful mature women.
HOW IT WORKS
After the impactful revelation, information and statistics about child brides, premature pregnancy and domestic violence will be projected onto the catwalk.
In addition, this event will be broadcast on live streaming thanks to Periscope.
A web video with the highlights of the show and the audience reactions will be published.
On Valentino’s and Terre Des Hommes’ social profiles (Facebook, Instagram, Twitter, Pinterest) other content about the event (photos, videos, etc.) will appear.
Moreover, the Special Collections tailor made dresses will be presented on a unique episode of “Say Yes to the Dress”.
All of these contents will encourage users to visit a website that presents all the dresses of "The Special Collections" and where users can meet the young models, learning what positive impact they can have on this important issue. This project, highly newsworthy, will gain a massive media attention.
More info: www.giovanileoni.it