FCB Inferno campaign to tackle Forced Marriage for the Home Office

The agency was briefed to develop a campaign targeting perpetrators, victims and bystanders, to educate on what makes a Forced Marriage. The campaign aims to reduce the number of Forced Marriages in the UK by challenging, empowering and inspiring communities to change perception and drive preventative action.

The campaign approach has been developed based on research with the target audience and consultation with key partners and stakeholders.

The research identified a knowledge gap about the non-physical actions of cohesion and a need to highlight the emotional pressure and psychological guilt – for example, making someone feel like they are bringing ‘shame’ on their family.

Forced marriage is associated with physical force or violence but verbal and psychological pressure can compel someone to marry – and it’s still a crime. The creative not only educates what constitutes a force but also shows the impact and breadth of non-physical actions and the scale of emotional and psychological pressure upon the victims.

Home Office: Forced Marriage

The print and digital work visualise the layers of pressure smothering the victims, whilst in a film, a simple camera move reduces the victims to inconsequential players in their own lives.
The three brides and one groom represent a range of communities. Casting on the campaign was based on the number of cases dealt with by the FMU in 2017 from specific communities within the UK as well as advice from partner organisations.

Designed to be shared across social these films also appear as cut downs and simple posts, using each of our community protagonists to allow instant recognition of the issue and the law.
The campaign is supported by the hashtag #righttochoose.

Home Secretary Sajid Javid first revealed the campaign at the International Conference on Ending FGM and Forced Marriage in November.

Credits:
Campaign: Forced Marriage
Client: Home Office
Head of Strategic Communications and Campaigns: Debbie Porter
Head of Marketing: Laura Jones
Marketing Manager: Jenny Nash
Strategic Communications Advisor: Biatra Christou

Agency: FCB Inferno
Executive Vice President: Sharon Jiggins
Account Director: Emily Whiteaway
Senior Account Manager: Sabrina May
Senior Strategist: Lucie Newlan
Creative Director: Becky McOwen-Banks
Copywriter: Sarah Lefkowith
Art Director: Nicole Chen
Copywriter: Gerard Roda
Art Director: Vivien Decombe
Designer: Sarni Strachan
Project Manager: Tom Lawrence
Agency Producer: Hanna Davis
Photographer/Director: Andy Lo Po
Audio: Nick @ Angell Sound
Offline Edit: Curious Post
Colourist: Senem Pehlivan Yagan

Tags:
Home Office, FCB Inferno, Forced Marriage, Digital, Short Film, Awareness Campaign