III. AND THE WINNER IS...
HOICE was nominated for the NRC Char-
CHOICE’s aim with the advert was twofold. Firstly,
ity Awards jury prize 2014. Both the jury
to raise awareness on child marriages: a harmful,
as well as the Dutch public selected the adverts
traditional practice that is truly a global problem.
they thought were the most beautiful, impressive
One in three girls are said to be married before the
or provoking. We won the Jury Prize and which
age of 18, limiting their rights to security, education
consisted of a spread in the Dutch newspaper NRC
and health (Girls not Brides). Secondly, we wanted
Handelsblad worth €75.000.
to inform a wider public, who CHOICE is, what we
In the summer of 2014 CHOICE was awarded two
do and what we stand for. Elsemieke: “CHOICE is
grants to work on projects to end early and forced
an unique youth-led organization and well known
marriages. CHOICE’s experiences within the two
in our field of work. However, we want and need to
projects led to the idea to develop an advert which
translate our work to the Dutch public. The NRC
would highlight the harsh reality of child marriages.
Charity Awards are a perfect opportunity for a