J. Walter Thompson London

Plan UK


A Date You Can’t Refuse

We brought together global children’s charity Plan UK and popular dating app Happn to raise awareness of the massive number of girls who are married before their 18th birthday.

Instead of seeing lots of other single people to potentially connect with, over 400,000 Happn users in London were presented with just one dating choice called Mark, repeated throughout their timeline.

The stunt aims to shine a light on the fact that while most girls in the UK get to choose if, who and when they marry, millions of girls around the world have that choice taken away from them.

Child marriage currently affects 15 million girls globally every year. Child brides are forced to drop out of school, have children before they are ready and are often subjected to violence and abuse.

more work