School for Justice Free a Girl Movement


The Free a Girl Movement asked us to come up with an ad campaign to raise awareness of child prostitution in India. When we found out that hardly any of the criminals responsible for these crimes are punished – in 2015 there were 1.2 million girls in forced prostitution, and only 55 cases that led to convictions – we realized that a “normal” ad campaign wasn’t going to cut it. We needed to go beyond the brief and think of a more fundamental approach. A TV ad only runs for a few weeks; we wanted an idea that would last for the next decade.

School for Justice has a bold aim: to counteract the injustice of child prostitution by educating girls rescued from child prostitution to become lawyers and public prosecutors.

On April 6, 2017, the School for Justice officially opened in Mumbai.


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2017 Cannes Lions

Direct / Gold

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2017 D&AD Impact Awards

Education / Black Pencil

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2017 D&AD Impact Awards

Humanitarian Aid / Wood Pencil

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