Free a Girl, an international organization, aimed to launch its new initiative of ‘School for Justice’, to tackle the problem of impunity around child prostitution. FleishmanHillard was appointed to develop and rollout the India program, which was originally conceptualized by J.Walter Thompson Amsterdam.
FleishmanHillard was tasked to support Free a Girl India – launch the ‘School for Justice’- a unique initiative to educate girls rescued from child prostitution to become lawyers and public prosecutors. The mandate included strategizing an integrated PR campaign, internal and external communications and end-to-end campaign management. The launch strategy included social media activation, sensitization workshops for the victims, activist- and celebrity-led engagements a media roundtable with eminent personalities coupled with a long-term advocacy program to help spread awareness about the movement in India. FleishmanHillard helped built social media communities and drive strong PR conversations, highlighting the need to break the cycle of impunity and positioning School for Justice as the path-breaking initiative to rebuild lives of survivors.
Overall results? – The ‘School for Justice’ was successfully launched in Mumbai on April 6 2017. The campaign delivered a social media reach in billions and earned PR value in tens of millions and counting. Free a Girl India’s School for Justice Campaign helped J.Walter Thompson win a Golden Lion at the Cannes Lions International Festival of Creativity 2017 and earned an official recognition for FleishmanHillard at the awards.