Research shows that child marriage undermines girls’ health, limits their access to education, limits their future earning power, puts them at a higher risk of violence, increases the mortality rates of their children, and results in divorce 70-80% of the time. Yet the legal age of consent in most states is shockingly low.
Insight: Adults aren’t standing up for girls but if girls stand up for girls, adults will do the right thing.
Objectives: Create awareness; influence policy; ultimately reduce the number of U.S. child marriages by 30% in the next five years.
Strategy: Create a U.S. focused peer-to-peer empowerment campaign that can scale globally.
Message: Girls all over America are uniting to end child marriage.
A problem this complex needs engage to be attacked from all sides. So we proposed: a peer-to-peer empowerment program, a 3-way partnership between UN Women, GoldieBlox, and Beyonce, and ways for multiple stakeholders to engage.
UN Women is a highly respected global champion of women and girls, established to accelerate progress on meeting their needs worldwide.
GoldieBlox, is known for disrupting the pink aisle by showing girls how to engineer their own future and is led by CEO Debbie Sterling - an outspoken advocate and influencer.
International recording artist Beyonce is clear on where she stands on the issue. She launched a film featuring her song “Freedom” on International Day of the Girl in October, calling for action on some of the biggest challenges girls face, including child marriage.
UN Women will spread the word via all owned properties and press releases
Female-led brands like GoldieBlox will create press releases, write op-ed pieces and socialize the campaign across of their all owned properties
Girls will help shape and drive the #USGirls center programming in the real world and influence other girls via Instagram and Snapchat, as well as writing opinion pieces
The community will be encouraged to contact their legislators via Instagram, FB live, Snapchat, Native ads, and a PSA
Influencer/s will be featured in our PSA and will create content and spread the word via Instagram, Snapchat and FB Live