The Drum Awards for Content 2022

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Date: Dec 2018
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FCB Inferno’s latest work targets forced marriage for the Home Office.

The agency was briefed to develop a campaign targeting perpetrators, victims and bystanders, to educate on what makes a forced marriage. The campaign aims to reduce the number of Forced Marriages in the UK by challenging, empowering and inspiring communities to change perception and drive preventative action.

The campaign approach has been developed based on research with the target audience and consultation with key partners and stakeholders.

Research identified a knowledge gap about the non-physical actions of cohesion and a need to highlight the emotional pressure and psychological guilt – for example, making someone feel like they are bringing ‘shame’ on their family.

Forced marriage is associated with physical force or violence but verbal and psychological pressure can compel someone to marry - and it’s still a crime. The creative not only educates what constitutes force, but also shows the impact and breadth of non-physical actions and the scale of emotional and psychological pressure upon the victims.

The print and digital work visualises the layers of pressure smothering the victims, whilst in film a simple camera move reduces the victims to inconsequential players in their own lives.

The three brides and one groom represent a range of communities. Casting on the campaign was based on the number of cases dealt with by the FMU in 2017 from specific communities within the UK as well as advice from partner organisations.

Designed to be shared across social these films also appear as cut downs and simple posts, using each of our community protagonists to allow instant recognition of the issue and the law.

The campaign is supported by the hashtag #righttochoose.


Client: The Home Office

Head of Strategic Communications and Campaigns: Debbie Porter

Head of Marketing: Laura Jones

Marketing Manager: Jenny Nash

Strategic Communications Advisor: Biatra Christou

Agency: FCB Inferno

Executive Vice President: Sharon Jiggins

Account Director: Emily Whiteaway

Senior Account Manager: Sabrina May

Senior Strategist: Lucie Newlan

Creative Director: Becky McOwen-Banks

Copywriter: Sarah Lefkowith

Art Director: Nicole Chen

Copywriter: Gerard Roda

Art Director: Vivien Decombe

Designer: Sarni Strachan

Project Manager: Tom Lawrence

Agency Producer: Hanna Davis

Photographer/Director: Andy Lo Po

Audio: Nick @ Angell Sound

Offline Edit: Curious Post

Colourist: Senem Pehlivan Yagan