The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
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Category
Community Building
Annual ID
OS_PR19059M
About the Work
Every day, 39,000 children are forced into child marriage - yet it’s rarely discussed in the UK. UN Women NC UK wanted to provoke mass awareness of this hugely important issue. Imitating Google’s reCAPTCHA units, The Humanity Test took advantage of people’s preconceptions when completing verification tests to communicate a hard-hitting message about child marriage. It caught people unawares and made the issue impossible to ignore. The Humanity Test asked users to select the images of brides from photos of women in traditional white dresses, and of ordinary-looking girls who were actually child brides. When users inevitably overlooked the child brides, they were told they’d failed the test. Uniquely, our aim was to get as many people failing as possible, because fails mobilized supporters. Forced to question their sanitized view of the world, people felt compelled to share the test and spread awareness – turning humanity’s failure into positive change.
2019 Awards
Total Points: 2
Merit
Credits
Agency
J. Walter Thompson / London
Designer
Lee Jarrold
Executive Creative Director
Lucas Peon
Producer
Laurie Carter
Joseph Bassary
Creative Team
Jeremy Little
James Hobbs
Account Team
James Llewelyn-Davies
Mini Sinha
Karen Barak
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