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Campaign Spotlight: Face Swap Technology Renders Your Own Daughter the ‘Face’ of Child Prostitution

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AMSTERDAM – October 11 is International Day of the Girl – a day advocated by the United Nations since 2012 as a day to address the needs of girls. Focusing on the challenges faced by girls, globally, while promoting empowerment and the fulfillment of their human rights.

On an international level, more than 2 million children are exploited and trapped in forced prostitution. Therefore, to mark the UN’s International Day of the Girl, NGO Free a Girl is launching a social experiment to draw attention to this problem. By bringing it closer to home.

Unlike usual awareness billboards featuring anonymous girls, this digital out-of-home billboard uses face swap technology to replace the face of a young girl sitting on a bed in an Indian brothel – with that of one of the girls passing by. Every girl in the experiment is accompanied by her mother, father or grandparents. Each of whom are confronted with the campaign message ‘Fight child prostitution as if she was your own’. 

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Evelien Hölsken, director and co-founder of Free a Girl: “With this campaign we’ve given the problem a face. The face of a girl who could be your daughter, sister or girlfriend. We want everyone to stand up for the girls who are exploited in prostitution.”

Increasingly immune to images of suffering

The campaign takes an impactful and ‘in-your-face’ approach to dealing with a key problem for NGOs and good causes: how do campaigns reach and convert the general public who is increasing desensitized to the ever-growing stream of miserable images?

Ysabelle Tierie, creative at DDB Unlimited, the agency behind the campaign, says: “In communication it’s always a challenge to break through the clutter. To generate impact. People get flooded by so many messages that almost nothing reaches them. Technology is one of the things that can help us break this barrier. This allows us to make our message relevant and personal. So that we can relate to other people’s situation. “

Opposing child prostitution worldwide

Fight child prostitution as if she was your own’ is the latest initiative by Free a Girl – an international organization dedicated to fight child prostitution and impunity – known for previous social campaigns such as 2017’s School for Justice in India. Free a Girl has rescued almost 4500 underage girls from prostitution since its inception 11 years ago.

CREDIT LIST

DDB unlimited:

Robin Poelmann – Creative

Ysabelle Tierie – Creative

Nelly de Wit – Senior Producer

Roel Grijspaardt – Senior Producer

Lars Noback – Editor

Esther te pas – Managing Director

Friso Ludenhoff– Creative Director

Maarten Vrouwes – Creative Director

Armando Markar – Assistant Producer

Springtide Studios – Cathelijn de Reede – PR

The Humblebrag – Jessica Hartley -Creative PR

More thanTV – Bart van Dam – Director en Creative Producer

Exterion Media – Lilian Hemmelder – Marketeer

Stadshart Amstelveen – Unibail Rodamco – location

Kees van Hattum – D.O.P./lighting cameraman & 1st. edits

Jeroen Mente – First Assistant Director

Matthijs Immink – Camera 2 & 1st location

Fred Tabois – Setdresser

Madelief van Dam – Production Ass. & Casting Guidance

Production Ass. – Freddy LLoyd

Post Office – VFX: Bram Vleugel & Bram Buddingh. Grading: Patcharee Sa-ardkitinun

Bridge Tone Sound – Dyno Hedges – Geluid en Sound Design

Dutch Casting – Jantien van Naarden – Casting

Cinecolor – Maarten Eshuis – DCP

Exterion – Julian Kleyweg – Digital Abri support

Tech53 – Brayan van Bronckhorst – Abri Programming

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