In 2017, JWT Amsterdam and Free A Girl, an organisation dedicated to fighting the sexual exploitation of children, launched the School for Justice in India, where survivors of child sexual exploitation could study to become lawyers, paralegals and journalists to fight the problem of sexual exploitation.

Free A Girl has just opened its third school, this time in Nepal, and it coincides with a new global initiative called Voice For Justice, by agency Joe Public, assisted by communications agency, The Humblebrag. #voiceforjustice is a rallying cry to people all over the world to donate their voices to create a first-of-its-kind audio petitioning tool to lobby governments and authorities to crack down on trafficking and exploitation. Free A Girl will present the voiced petition to governments in Asia and key authorities across the world, including the Ministry of Law, Justice and Parliamentary Affairs in Nepal, the high commissioner for Human Rights at the UN (Michelle Bachelot) and other Human Rights lawyers and advocates, such as Amal Clooney and Malala Yousafzai.

The initiative is supported by a raft of experts and highly regarded women, including Nobel Peace winner, Nadia Murad, an Iraqi Yazidi human rights activist who was kidnapped by Islamic State in 2014 and spent three months being tortured and raped before finally managing to escape.

Other women supporting the campaign include the writer Mariane Pearl, widow of Daniel Pearl who was kidnapped and murdered by terrorists while he worked for the Wall Street Journal, and Hayley Hasselhoff, actress, curve model and designer who champions body positivity and mental health.

Evelien Hölsken, Free a Girl founder, stated, “We all need to speak up for the child survivors of sexual exploitation, so we are asking women all over the world to raise their voice for justice. Together we can fight for a better future and make sure that the perpetrators receive the justice they deserve. The problem is getting bigger by the day – so we need to take action, now.”
 
Marcel Hartog, creative director, Joe Public Take-Away Advertising, added, “After the success of the School for Justice in India, Free a Girl has just opened a new school in Nepal. However, we noticed that even girls like Renuka, who studies law there, does not feel she can file a report about the crimes that happened to her, she is too scared and ashamed. So we thought, what if we asked thousands of women all over the world to speak for her, and read out her testimony. That would give Renuka, and the millions of other girls like her, the support to help them have the courage to report these crimes.”

The campaign is launched globally and is supported by an online media push for the UK, US, Nepal, India and the Netherlands. It is underpinned by a PR and social media campaign of videos created by The Humblebrag. 

Credits:

Client: Free A Girl
Founder & CEO: Evelien Hölsken                                           
Campaign Manager: Nicole Franken                                            
Marketing & Communication: Anne Vis                                                      

Creative Agency: Joe Public Take-Away Advertising          
Creatives: Jesse Amatsahip, Lesley Jutte & Marcel Hartog
Creative Directors: Antoine Houtsma & Marcel Hartog                                         Account Management: Rosalieke Mulder & Corinda Van Zandwijk                   Producer: Sandra Derogee                                                                           
Strategy Director: Jeroen Van Eck                                                                 
Creative Directors: Antoine Houtsma & Marcel Hartog    

Campaign Film Production Company: Joe Public Shoot                             
Website: Interattractive                                  
Web Design: Burst                                                                
Plug-Ins: Woosa                                                                                             
Sound Design: Macloud               
Sound: Henk Van Engelen                          
Offline Edit: Gert-Willem Visser                                                                     
Online Edit: McGyver, Jasper Verkaart                                                        
DOP: Jasper Verkaart                                                                                  
2nd Units: Tim Naylor (NY), Brice Pressini (Vancouver) & Ayan Saxena (Mumbai)                                                                 
Fixer Nepal – Kathmandu: Savitri Rajali                                                           
Fixer India – Mumbai: Saptrishi Mascarenhas                                                
Photographer: Tom Van Cakenberghe                                                                
Journalist: Yvonne Dudock                                                                          
Grading: Wietse Van Besooijen                                                                     
Animation: Luc Thijssen                                                                                  
Design: Bart Ter Haar                                                                                   

Social Media Campaign: The Humblebrag
Communication Director (Creative Lead Social): Jessica Hartley                       Producer: Nelleke Rekers                                              
Social Strategy: Charlotte Hintzen  
Art Director & Designer: Joëlle Strijk
Copywriter: Callum McNeal                                             
Cinematographer & Editor: Jasper Verkaart                                           
Editor & Colour Grading: Tim Arnold                                                     
Editor & Art: Jasper Rook                                                 
Social Planning: Hannah Whitely 

Music: MassiveMusic                                                 
Photographer: Tom Van Cakenberghe