Amnesty International | Scarred

Growth Insight

Girls as young as 10 aren’t physically developed enough for childbirth, so underage pregnancy often results in emergency caesarean sections, leaving them physically and psychologically scarred. Yet in 2023, there were 2,311 births by girls between the ages of 10 to 14.

Creative Idea

Working with Amnesty International, we asked ourselves the question: what if we could use their scars to tell their stories? By partnering with NGOs, we found three real stories and got famous poets to rewrite these stories in their specific styles, performing them to original tracks created for each one. Our ads focused on their caesarean scars - a Spotify code was overlaid over each scar, which took the audience to a Spotify playlist called "Scarred" once scanned.

Impact

5.3m people reached

R5.3m PR generated from a media cost of R35k

ROI 150:1 for the overall campaign

Sparked a national conversation about underage pregnancies