Plan Norway and Face2face Creatives are encouraging travellers at Oslo Airport to get involved in the fight against child marriage through the "Wink" campaign.

- The campaign is about winking, where the phrase "married in the blink of an eye" takes on a new and uncomfortable meaning. "The idea is that every time you blink, a girl is married off, and since we blink 20 times a minute on average, this is a thought-provoking way of focussing on child marriage, which is the main theme of the campaign within girls' rights," says Tommy Løland, Art Director at Face2face Creatives.

The "Blunk" campaign at Oslo Airport is a collaboration between Plan Norway, Face2face Creatives, Polaroid, Bauer Media Outdoor and Avinor. Art Director Tommy Løland has transformed Plan Norway's marketplace into a pink universe, where pink-clad promoters from Face2face Creatives offer the public to have their picture taken with a Polaroid camera. By winking at the picture, they show their support for the fight against child marriage. The customer receives the photo as proof of their support for the campaign, which they can share on social media, including via Plan International Norway's campaign page. On this page, you can show your moral support, as well as contribute financially both as a regular contributor and as a one-off support.

At Oslo Airport, 110,000 people pass through Plan Norway's location every week. More than 30,000 have already agreed to be photographed. Elisabeth Mosteid, project manager at Face2face, says that they are well on the way to reaching the target of 100,000 photos by 1 July 2024.

- The choice of OSL as a location is an innovative move in field marketing, and this requires customisation of materials and clothing. "The aim is to attract positive attention and curiosity among the public, while at the same time being a clear sender," explains Mosteid.

"The 'Blunk' campaign has succeeded in creating engagement among travellers, and it comes across as surprising and something travellers want to contribute to. Face2face Creatives sees this as an exciting arena for humanitarian organisations and sees many opportunities ahead for the airport arena.

A survey conducted by Opinion, on behalf of Bauer Media Outdoor, shows that as many as 7 out of 10 people stop at marketplaces to take a closer look at the product on display. Finn Espen Lønseth-Sageng, Head of Airport at Bauer Media Outdoor, is therefore not surprised that this campaign has been so successful.

- "We know that travellers spend a lot of time at the airport and that most of them are positive and aware of the advertising on display. So here Plan is hitting the audience in a very receptive mode. It's great that more industries and organisations are taking advantage of the strong arena that airports are," says Lønseth-Sageng.

Facts about child marriage:

• 650 million of the women alive today were married as children.
• Pregnancy and childbirth complications are among the most common causes of death among girls aged 15-19 in low- and middle-income countries.
• When a mother is under the age of 20, the child is 50 per cent more likely to be stillborn or die within a week.
• 90 per cent of teenage pregnancies in developing countries occur within marriage.
• Girls who marry before the age of 15 are 50 per cent more likely to experience physical or sexual violence from a partner.
• For every extra year a girl attends secondary school, her income increases by 10-20 per cent later in life.