Problem: Every year 60,000,000 women are forced to marry. Un Women and the United Nations Association of Germany wants to help the victims and make this invisible crime visible.
Solution: On the famous Rhine bridge in Cologne which is full of “love padlocks” we put up 3,500 padlocks representing women trapped in a forced marriage. Via a QR Code on each lock people donated and received a number code to open the lock and free a woman – at the same time spreading the word with social media functions.
Results: In three days almost all locks were opened and donations for the UN trust fund to end violence against women went up by 279%. Also, 570,000 people got involved on social media channels and media reach came to a total of 5.3 million.