Video: A Buzz Marketing Move on Child Marriage

In this blog, I track corporate responsibility’s best-of videos, communications, and now for the first time, ‘buzzy’ stunts. I’ve written many times about how groups that work on purely social issues (e.g. transgender rights), have better communications and messaging than groups that do eco issues and climate change. Here is another — and important — example.

Child marriage, like sex trafficking, has long been a taboo issue for brands to deal with. Brands have tended towards the more uplifting and safer topics, like literacy or diversity. Yet every year, millions of girls are captured by child marriage. That’s what makes this stunt all the more interesting and important.
To hammer home this point, here is video of child marriage “experiment” that sparked outrage in Times Square.

What would a similar buzz move look like for other issues?