In a world of doom and gloom, J. Walter Thompson London have created a test designed with the objective of judging Britain’s Humanity.
The UN Women NC UK Humanity test results are in - 72% of the 8,806 people across the world who’ve taken the test so far, have failed by not accurately identifying images of all brides.
In a world of clickbait headlines and self-obsessed social media, UN Women NC UK in partnership with J. Walter Thompson London, have created a test designed to judge your humanity and raise awareness of the 39,000 girls forced into child marriages every day.
The Humanity Test is recreation of the conventional reCAPTCHA ‘human test’ commonly used by online sites against spam bots. Rather than proving you are a human, this reCAPTCHA requires users to instead prove their humanity by selecting the pictures of brides, before revealing the child brides they overlooked and their harrowing stories.
You can take the test here: https://thehumanitytest.com/
The test then prompts participants to help #drawaline against child marriage - which affects 750,000 women and girls around the world, yet is rarely discussed as a major humanitarian problem. Participants can support the cause further by sharing the humanity test across social media, and thus spreading awareness about the issue, mobilizing support for the cause and UN Women NC UK’s mission.
The creative sheds a light on the issue of child marriage by playing on people’s preconceptions of marriage as shaped by conventional cultural representations, challenging them to reconsider their assumptions and share the test as a result.
This project is a continuation of UN Women NC UK’s #drawaline campaign which launched in November last year with an initial focus on urging the public to draw a line to end violence against women and girls. The November launch was supported by celebrities including Billie Piper, Benedict Cumberbatch, Deliciously Ella, Gemma Styles and ITV's Alastair Stewart. As the next phase of the #drawaline campaign, the Humanity Test aims to generate the same awareness and conversation around the equally important issue of child marriage.