LDV United Belgium: The Zuster Jeanne Devos fund

Campaign: children’s rights in India

Campaign: children’s rights in India

Client: The Zuster Jeanne Devos Fund
WPP company: LDV United, Belgium

LDV United recently worked on a pro bono basis to create awareness of Zuster Jeanne Devos, a fund to fight the exploitation of Indian girls.

Sister Jeanne Devos and her charity defend children’s rights, looking after malnourished and often abused girls. She works tirelessly to give thousands of traumatised children back their dignity. Kagila, pictured in the campaign, is just a child and has been working for over half her life. She is one of millions of Indian servant girls who are exploited like slaves working seven days a week with no time to play.

LDV United created a print campaign for magazines and billboards. In total they donated pro bono time, media space and photography worth over €180,500.

The campaign was so successful it was selected as one of the 24 non-profit ads from among more than 150 submissions for the annual solidarity prize awarded by De Standaard, the leading Belgian newspaper. Between July and September 2008 when the campaign ran, the fund’s website (www.zusterjeannedevos.org/) recorded an average of 300 unique visitors a day. In 2007, they had about 30 unique visitors a day during that same period. In July and August 2008, they received 150 gifts of €30, against none at all during the same period in 2007.