Beyond advertising

Mumbai – Ad agency JWT Amsterdam has opened a law school for victims of child prostitution in partnership with the Free a Girl Movement.

• School for Justice, which opened on 6 April 2017, is open to girls from all school levels
• The school is working with one of India’s most respected law universities to enable its students to study for a Bachelor degree in law

School for Justice, which began as an advertising campaign commissioned by the Free a Girl Movement to raise awareness about child prostitution in India, has developed into a permanent educational establishment designed to train former child prostitutes as lawyers.

More than 1.2m children in India are working in the sex industry, according to the Free a Girl Movement, yet only 55 legal cases made against traffickers led to convictions in 2015.

‘We needed to go beyond the brief and think of a radical and more fundamental approach,’ Bas Korsten, executive creative director at JWT Amsterdam, told The Drum. ‘The School for Justice is a very real solution to a problem, as well as a communication idea to raise awareness.’