More than 52% of girls in South Sudan are married before they turn 18. In early 2024, Rooftop partnered with UNICEF’s South Sudan country office to help bring national and global attention to the issue of child marriage in South Sudan.
UNICEF requested a diverse campaign that included two animated videos as well as a music video and a mini-documentary, each showcasing a different aspect of Child Marriage, and aimed at a variety of target audiences. The goal of the campaign was to shine a spotlight on the harrowing impact of child marriage on women, and challenge the social norms that promote child marriage in South Sudan.
UNICEF South Sudan provided us with a number of case studies from their archives. To ensure the identities of the women were protected, Rooftop developed two animation videos based on their stories. The unrestricted nature of animation helped give our team the freedom they needed to create raw, emotive scenes that resonate with a wide range of audiences.
“Stolen”, took eight weeks to complete. The 3D animation project was also inspired by the real-life experiences of young girls in South Sudan.
For this video, the creative team took a unique approach, excluding dialogue completely. This allows a wide range of audiences to be completely immersed in the story through visuals, sound effects and soundtrack. The Rooftop team used motion capture to drive the realistic movements of the characters and to create a sense of connection with the audience.
One of the primary goals of the animation was to bring attention to the high abduction rates of children in South Sudan. By being widely used in advocacy efforts, 'Stolen' has successfully sparked conversations within communities through WhatsApp communication and in-person facilitation. Engaging community members is critical because awareness often leads to community-led action, a key objective in ending harmful practices. By prompting in-person discussions, 'Stolen' indirectly encourages religious and community leaders to acknowledge the issue and take action within their spheres of influence.
One of the most important outcomes is the shift in mindset. The animation's framing, which asks, "What futures are being stolen from these children?" encourages a deeper reflection on the long-term consequences of abduction. This shift in perception is key to changing social norms and attitudes toward harmful practices.
Though the results may not be easily quantifiable, the use of 'Stolen' to foster meaningful conversations and engage community leaders shows that it is achieving the objective of advocacy and awareness-building, which is an essential step toward long-term change. This is why the efforts are considered successful.
