Power Of Print
Entrant J. Walter Thompson
Insight

Reverse psychology evokes the strongest emotion, especially towards causes of social and national importance. e.g. while Indians might keep criticizing their country for various reasons, but when they hear an outsider do it, they put him in his place, recently exemplified by the Snapchat CEO case in which he called India poor and Indians uninstalled the app.

Solution

Showcase how ridiculous the reasons for not sending our girls to school sound, in a way that catches attention and then evokes emotion and response.