In order to raise awareness of the increasing number of children who are forced to get married around the world, J. Walter Thompson London and UN Women NC UK have recreated the reCAPTCHA.
reCAPTCHA is a commonly used free service that enables websites to protect themselves from spam and abuse. According to Google, who provides this service to the website owners, reCAPTHCA is easy for humans to solve, but hard for “bots” and other malicious software to figure out.
The Humanity Test requires people to show their humanity by selecting the all images with a bride and highlights that ‘humanity’ is failing 39,000 children by letting them to get married every single day.
Lucas Peon, Executive Creative Director at J. Walter Thompson London, said:
We needed to tell these stories and bring attention to this shocking issue in a way that couldn’t be ignored. The Humanity Test hits people when they least expect it, holding up a mirror to their preconceptions and sanitized view of the world.
Steve Edwards, Chief Marketing Officer of UN Women National Committee UK, said:
In an environment where charity organisations clamour for a share of the population’s compassion, we asked JWT to find a way to elevate our message in peoples’ hearts and minds. JWT have used insights into human behaviour to create this unique idea with unsettling results.
We hope that the sheer numbers of people who failed the test will shed light on the gulf between our everyday reality and the issues facing millions of real women and girls elsewhere in the world. One of the biggest challenges for a cause is to help audiences relate to the human at the end of a charity’s aid programme.
By challenging perceptions around a key issue facing women, JWT are encouraging audiences to engage with UN Women NC UK, take action to support us, and be the catalyst for global change.
As it has been shared by J.Walter Thomson, the goal of the test was to get as many people as possible to fail, because failing motivated them to share the message and mobilize support for the cause. Over the first two weeks, 73% of people who took the test failed and the test was shared by thousands.
The test invites participants to #drawaline to end child marriage and it also encourages participants to support the action by sharing the humanity test on their social media pages.