IMPACT BBDO and UN Women take home a Grand Prix at Cannes adobo Magazine [Video]

CANNES, FRANCE — A low-budget, direct-mail campaign has picked up the United Nations and Lions Health Grand Prix for Good at the 2024 Cannes Lions International Festival of Creativity. “Child Wedding Cards,” a campaign created by IMPACT BBDO in collaboration with UN Women, directly engaged lawmakers in Pakistan by sending them invitation cards to a child’s fictional wedding. Invitation cards were designed entirely by children ranging from ages five to fifteen.

Pakistan currently has the sixth-highest number of child brides, and efforts have been ongoing to lift the minimum age for marriage to 18. Lawmakers who received the child wedding cards proceeded to make videos holding the cards up while affirming their commitment to the fight against child marriage. Dozens spoke up, generating a reach of more than 25 million. Most impactfully, efforts from lawmakers fighting for the cause have led to actual legislative shifts, both through the National Assembly and in the Shariat Court, the highest religious body in Pakistan.

The campaign worked on the …