It all begins perfectly innocently. A little girl happily jumps on a large bed. Then, after just a few seconds, the spectator is asked to close their eyes. Suddenly, what seemed innocent takes a whole new turn. This banal sound with open eyes becomes disturbing with closed eyes and what it suggests is unbearable.
The campaign carried out by the advertising agency M&C Saatchi for the NGO the Indonesian Family Planning Association (PKBI), and launched on March 8 on the occasion of International Women's Rights Day, carries a message that cannot be clearer: do not close your eyes to child marriage.
Anish Daryani, CEO of M&C Saatchi Indonesia, said: "It robs them of their innocence, and an opportunity to become contributors to the society at large. Society needs to nurture a culture, environment and practices which encourage kids to remain kids."
The NGO NGO the Indonesian Family Planning Association (PKBI) recalls that 11.2% of the 79.6 million children in Indonesia are married before the age of 18 and 34.5% of child marriages take place in the age group between 10 and 15 years.
Statistics from UNICEF on child marriage around the world – Source: UNICEF
- Globally around 21% of young women were married before their 18th birthday.
- 650m girls and women alive today were married as children
- 12m girls under the age of 18 are married each year
- 25m child marriages have been prevented in the last decade thanks to progress
- South Asia had the largest decline in the prevalence of child marriage during this time, from 49% to 30%
- But progress must accelerate or more than 150m additional girls will marry before their 18th birthday by 2030
Saatchi & Saatchi also published more aspects regarding efforts in other countries in Asia.
“At M&C Saatchi Indonesia, we are putting our weight behind this social issue and showing our commitment to address child marriage in Indonesia by raising awareness about it,” said Anish Daryani, CEO of M&C Saatchi Indonesia.