Unveiling the Scars: How #ScanTheScar Campaign Amplifies the Voices of South Africa’s Young Mothers
In 2022, a staggering number of over 105,000 girls aged 10 to 19 gave birth in South Africa—a situation Amnesty International South Africa describes as a “crisis that cannot be ignored.” To address this pressing issue, Amnesty International South Africa, in partnership with Joe Public, launched the powerful #ScanTheScar campaign.
This initiative, in collaboration with Woman and Home and Bona magazines, sought to raise awareness about the harsh realities of child and teenage pregnancies. The print campaign encouraged readers to “scan the scar”—a striking image of a caesarean scar on a young girl’s abdomen, cleverly embedded with a Spotify code. When scanned, this code directed readers to a specially curated Spotify playlist that featured the authentic voices and stories of young girls who had experienced child and teenage pregnancies. These stories were brought to life with the help of organizations such as Children of Success and Women & Men Against Child Abuse. The narratives were powerfully conveyed by well-known female poets and artists, including Lebo Mashile, Koleka Putuma, and Thembe Mvula, who lent their voices to share the harrowing yet resilient experiences of these young girls.
“The crisis of child and teenage pregnancy cannot be ignored,” stated Shenilla Mohamed, Executive Director of Amnesty International South Africa. “The numbers of young girls giving birth are staggering, but we need to remember that these are not just numbers; they are real people. Our #ScanTheScar campaign gives a voice to these individuals. It is crucial for us to continue highlighting this crisis so that meaningful change can happen. This issue requires action from both the government and the people of South Africa. However, the state has a responsibility to create an enabling environment for the youth to make autonomous and informed decisions. They must support these young and adolescent girls in continuing their education so that they do not fall through the cracks.”
The #ScanTheScar campaign is not just about raising awareness; it is a call to action for society and the government to work together in addressing the root causes of child and teenage pregnancies. By giving a voice to those who have been affected, the campaign aims to foster a greater understanding of the challenges these young girls face and the importance of creating a supportive environment where they can thrive. This initiative highlights the urgent need for comprehensive education, accessible healthcare, and community support to ensure that young girls can make informed decisions about their futures and avoid the life-altering consequences of early motherhood.
Credits
Account Management: Akona Ndungane, Telana Botes
Agency: Joe Public
Agency Art Director: Claudia Sharbel-Fahry
Agency Managing Director: Khuthala Gala Holten, Mpume Ngobese
Agency Producer: Tammy Chetty, Evelyn Bonase, Yash Raidu
Animation Company: Joe Motion
Animator: Jiri Miovsky, Janneke van Zyl
Art Director/Stylist: Claudia Sharbel-Fahry, Melissa Maxted
Brand – CMO or Marketing Director: Shanilla Mohamed
Brand – Marketing Manager: Genevieve Quinta, Alicia Jooste
Chief Creative Officer: Pepe Marais, Xolisa Dyeshana
Creative Director: Martin Schlumpf, Mia Roets
Executive Creative Director: Martin Schlumpf
Illustrator: Grant Moore, Simon Keeling
Information Architect/UX Design: Mia Roets
Media Agency: Juno
Music & Sound Composition: Adam Howard
Performance: Lebo Mashile, Koleka Putuma, Thembe Mvula
Photographer: David Prior
PR Agency: Engage
Radio Director: Vuyani Plata
Recording Studio: Howard Audio
Writer: Vuyani Plata
This campaign is about:
#ScanTheScar campaign, child and teenage pregnancy, South Africa, Amnesty International, Spotify code, caesarean scar, young mothers, Women & Men Against Child Abuse, Children of Success, raising awareness, teenage pregnancy crisis, support for young mothers, education for adolescent girls, government responsibility, creative awareness campaigns.
