13 July 2018
Married girls live “The Worst Soap Opera”
A communication campaign to eradicate child marriage and early unions by UNICEF in Dominican Republic.
Soap operas are the most consumed television content in the Dominican Republic. Taking advantage of this, UNICEF launched "The Worst Soap Opera", a communication campaign winning three awards at Cannes Lions 2018, the most important and international festival of advertising and creativity.
UNICEF challenged social tolerance and started shifting perceptions on child marriage by using an innovative soap opera-style storytelling. "The Worst Soap Opera," tells stories of two adolescent girls who, due to common reasons such as trying to escape poverty or a violent home, end up forced into child marriage with older men.
In the Dominican Republic, 37% of women marry before they turn 18, and 12% before they turn 15.