Dating app Happn and Plan UK shine a light on child marriage

Children's charity Plan UK has taken over location dating app, Happn, to spotlight the number of girls who are forced to marry before they reach adulthood.

Plan UK: the Happn campaign highlights how millions of girls lack choice
Plan UK: the Happn campaign highlights how millions of girls lack choice

Plan UK took over the app's feed for a day, meaning 400,000 lonely hearts in London were presented with just one match, Mark, over and over again through their timeline.

Connecting with Mark's profile brought up a message that read: "When we’re free to date whoever we like, it’s hard to imagine only having one option.

"So whether you like Mark or not, he’s sticking around."

The charity wanted to highlight the way child marriage affects 15m girls around the world every year.

Brand: Plan UK

Agency: JWT

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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