JWT School Turns Sex Trafficked Girls into Lawyers

Free a Girl Movement and JWT Amsterdam have teamed up to launch the School for Justice, a scheme that trains former child prostitutes as lawyers, ready to bring the criminals who run the sex rings to justice.

School for Justice, which you can learn more about in the case study video above, was created to change what Free a Girl Movement saw as a disturbing statistic; in 2015, there were an estimated 1.2 million children in forced prostitution, versus only 55 convictions for those that operated the brothels these kids are forced to work in.

To fight this, the agency thought up a creative, two-birds-one-stone kind of plan. By training some of these sex trafficked girls in law, they would not only get them out the industry, but also make them the perfect people to take on the traffickers; after all, who knows how it works better than them?

"We quickly realised that a ‘normal’ ad campaign wasn't going to cut it," said JWT Amsterdam's ECD  Bas Korsten. "We needed to go beyond the brief and think of a radical and more fundamental approach. The School for Justice is a very real solution to a problem – as well as a communication idea to raise awareness."

Officially opening last week, the school's first class is of 19 girls is now studying.