Collaboration with Kotipizza highlights reality of child labour in campaign that shocked Finnish consumers
Children’s rights organisation, Plan International Finland, marked World Day Against Child Labour (Monday June 12th) with a shock campaign to ram the issue of global child labour down the throats of the public.
Conceived by hasan & partners, the collaboration between Plan International Finland and Finnish pizza chain Kotipizza saw the Kotipizza Munkkiniemi restaurant’s usual workforce replaced by young girls. Secret cameras captured the customers’ reactions, which ranged from surprise and concern to anger and horror, with one customer shouting in disgust at the manager’s use of child labour.
The 90-second video, created by hasan & partners, shows clips from the secret filming and urges the public to help by making a donation to plan.fi/kotipizza. It was released by Plan International Finland on its Facebook and YouTube pages and then shared by Kotipizza (franchise) restaurant owners. Restaurant owners also received teaser films and pictures to be share as teasers before the actual stunt film was online.
The pizzeria takeover was part of Plan International Finland’s longer campaign, “Every girls’ rights”, which focuses on one girl’s rights at a time. The right to learn is one of the major themes.
Education is the biggest way to prevent child labour and stop inherited poverty. Working prevents children from going to school and getting an education. 68 million girls around the world are involved in child labour; 62 million of them can’t go to school. Plan has already improved girls’ education in 50 countries.
Tobias Wacker, creative director from hasan & partners said: “For many years we have worked closely with Plan International Finland on campaigns that highlight child labour, child pregnancy, child abuse and lack of access to education. This simple concept delivered the core message to consumers: young children should be learning, not working, no matter where they are in the world.”
Tommi Tervanen, Kotipizza Group’s CEO said: “Education and equal opportunities are important values for us. We support Plan’s work around the world but especially in Indonesia, a country that we have close links with and where Plan promotes girls’ right to equal education.”