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Public Service/Social Welfare

Silver Winner


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Entrant: Cheil Germany, Schwalbach am Taunus
United Nations Campaign Against Forced Marriage
"Free The Forced!"


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  • Corporate Name of Client:
    United Nations Association of Germany
  • Client Account Director:
    Dr. Beate Wagner
  • Agency Account Director:
    Yung Kyu Tomas Lee
  • Account Executive:
    Maximilian Ofer
    Jessica Harriet Pfanner
    Younghae Suh
  • Chief Executive Officer:
    Volker Selle
  • Agency:
    Cheil Germany , Schwalbach am Taunus
  • Executive Creative Director:
    Roland Rudolf
  • Creative Directors:
    Jörn Welle
    Thomas Schröder
  • Copywriter:
    Thilo Müller-Ohldach
  • Art Directors:
    Ian Lit Shen Lim
    Peter Carlos Kirsch
  • Agency Producer:
    Moritz Gillrath
  • Social Media Strategist:
    Katharina Fahnl
  • Production Managers:
    Kai Hartung
    Suzane Papac
  • Design Company:
    2erpack studios , Hamburg
  • Graphic Designers:
    Behruz Tschaitschian
    Hannes Mussbach
  • Digital Production Company:
    Die Seitenschneider , Frankfurt
  • Post-Production Company:
    Das WERK , Frankfurt
  • Sound Design Company:
    Loft Tonstudios , Frankfurt
  • Event Manager:
    Roman Laufer
    Dunja Habib
  • Creative Concepter:
    Fernanda Roedel
  • Description of the Project:
  • Every year, 60,000,000 women are forced to marry. The United Nations Association of Germany wants to make this invisible crime visible and help the victims – by involving the public. On a bridge, where couples have fixed thousands of padlocks to express their everlasting love, we put up 3,500 locks representing women trapped in forced marriage. By scanning QR codes on our locks, people spread the word via social media functions on our mobile site and could even donate. They received a number code to open a lock and free a woman. In three days: total media reach came to 5.3 million, almost all locks were opened, 570,000 people got involved on social media channels and donations to the UN Trust Fund to end violence against women went up by 279%.