JWT Amsterdam Opens 'School for Justice' to Help Child Prostitution Victims Become Lawyers

Campaign for Free the Girl Movement Aims to Provide Solution as Well as Communication

Published On
Apr 10, 2017

Editor's Pick

India's "Free the Girl Movement" is taking real action to raise awareness about child prostitution in the country. Along with agency J. Walter Thompson Amsterdam, it has opened The School for Justice, where victims of child prostitution train to become lawyers so they can work to seek justice against those who have caused their suffering.

According to a statement from the agency, India has approximately 1.2 million underage female prostitutes -- more than any other country in the world. These girls largely suffer from inhumane working conditions: their ages go as low as seven-years-old and some are kept locked in cages. Despite this, the number of perpetrators prosecuted is shockingly low -- just 55 cases ended in conviction in 2015.

These stats are what helped to inspire the school's opening.

"When we found out that hardly any of the criminals responsible for these crimes are punished .... we quickly realised that a 'normal' ad campaign wasn't going to cut it," said JWT Amsterdam ECD Bas Korsten, who was named to our Creativity 50 last year. "We needed to go beyond the brief and think of a radical and more fundamental approach. We came up with the idea of setting up a School for Justice where the victims of child prostitution are taught law, thus empowering them to prosecute the criminals who once owned them. The School for Justice is a very real solution to a problem -- as well as a communication idea to raise awareness. We are truly proud and honoured to have built this concept from the ground up.'"

The School for Justice's inaugural class comprises 19 students. Girls will receive tuition, education and mentoring until they reach college after which they'll spend five years pursuing Bachelor of Law degrees. The school is partnering with one of India's most respected legal universities (the school's name is being withheld to ensure students' safety) and the program is poised to grow in the coming years.

JWT Amsterdam is known for its innovative branding ideas. Previously, under Mr. Korsten's leadership, the shop created "The Next Rembrandt," the double Grand Prix-winning campaign for ING that "resurrected" the Old Master by using data and technology to create a new painting in his "hand."

Juliette Stevens directed the campaign films out of New Amsterdam Film Company.

Credits

Date
Apr 10, 2017
Brand:
Free a Girl Movement
Client:
Free a Girl Movement
Agency:
JWT-Amsterdam
Executive Creative Director:
Bas Korsten
Director:
Juliette Stevens
Production Company:
New Amsterdam Film Company
Music Company:
Massive Music
Website Design and Development:
This Page Amsterdam
Executive Creative Director:
Marcel Hartog
Creative Director:
Friso Ludenhoff
Creative Director:
Maarten Vrouwes
Creative Art:
Maarten Vrouwes
Creative Art:
Guney Soykan
Creative Copy:
Friso Ludenhoff
Business Director:
Erik-Jan Koense
PR Director:
Jessica Hartley
Connection Strategist:
Angelique Schreuders
Strategist:
Lex Noteboom
Junior Strategist:
Lisse Mastenbroek
Activation Director:
Vera Korsten
Senior Concept Producer:
Catherine van Acker
Concept Producer:
Linda Jansen
Producer:
Sanne Kragten
Screen Producer:
Lotte de Rooij
Digital Producer:
Reinier Slothouber
Digital Producer:
Sandra Balke
Editor:
Tim Arnold
Visual Designer:
Robert Harrison
Visual Designer:
Ronald Mica
Production Company:
New Amsterdam Film Company
Executive Producer:
Jelani Isaacs
Producer:
Laura Hannewijk
Offline Editor:
MRTN Timo Vonk
Online Editor:
Greg Captcha
Grading:
Qianwei Captcha
Sound Director:
Studio Alfred Klaassen
Music:
Massive Music
Photography:
Hectic Electric
Photography:
Victor Pillai
Editor:
SCHOOL FOR JUSTICE DETERMINED TO FIGHT BACK
Editor:
SCHOOL FOR JUSTICE - THE CLASS OF 2017
Editor:
Celine Bakker
Editor:
Marieke Kranen
Website Production:
This Page Amsterdam
Director, Photography:
Myrthe Mosterdman
Chief Executive Offier:
Francis Gracias
Campaign Producer:
Manon Langelaar
International Campaign and Program Coordinator:
Tripta Biekram
International Campaign Manager:
Nicole Franken
PR Agency:
Omnicom Public Relations Group
Founder:
Evelien Hölsken

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Project Type