2010 Winners & Shortlists

UNITED HOPE SCRATCH-OFF

BrandUNITED HOPE
Product/ServiceHUMAN RIGHTS ABUSE
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryBest Use of Magazines/Newspapers
Entrant Company:TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Advertising Agency:TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Media Placement:OMD Dubai, UNITED ARAB EMIRATES

Credits

Results and Effectiveness

In spite of limited number of 800 releases, ‘scratch-off’ has started generating the anticipated mind-debate between the comfortable and the responsible. The first flow of the responsible ones have begun to contact United Hope. To attract more, a broader communications campaign will be activated once the foundation tackles more urgent issues with the donations being received. Yet if consumer awareness and attitudes can even slightly change in the GCC region, where such abuse is not at all a part of daily conversations, this piece has served its purpose.

Creative Execution

In most instances when people see a scratch-off, they stand to win something. In this case, they were asked to give. As you begin to scratch the silhouette on paper, you uncover a beaten, battered woman underneath: a woman who’s very difficult to look at. The piece orders the engaged to make a brief choice: continue scratching to reveal the entirety or save yourself the discomfort. If they continue scratching, they face the wounds intensify, making it harder to want to reveal. But the brave who choose to witness such violence despite their personal discomfort are the ones to find the sender of the message along with a clear way to help. As in the case of many non-profit organizations, United Hope had to get their message out in the most economic manner possible. So far, ‘scratch-off’ has been only released as a simple newspaper insert.

Insights, Strategy and the Idea

United Hope is a non-profit ally to those suffering from human rights abuse. The objective for this communication is simple: set the foundation as a charity fighting to end such abuse and ask people to actively support the cause. GCC is the region where a lot of problems like this are usually not properly exposed. Unfortunately, not everyone is willing to give to such causes. This realization got the communication to primarily target those who aren’t afraid to look at the problem in the eye. Many of us flip the channel when we see hungry kids on TV or turn the page when we see an ad for abuse because we don’t want to feel the discomfort of someone else’s pain and the guilt if we decide not to help. This insight was key to creating this communication piece for United Hope. Use the very limited budget to grab your ready audience, rather than waste money trying to talk to everyone. A secondary insight was that this insert was running during the Dubai Shopping Festival. At that time shoppers are given scratch-off materials from stores and they scratch for a chance to win something.

Credits

Name Company Role
Milos Ilic TBWA\RAAD Executive Creative Director
Breda Plavec TBWA\RAAD Art Director
Karen Walker TBWA\RAAD Copywriter
Amira Ibrahim TBWA\RAAD Account Manager
Rahul Joshi TBWA\RAAD Retoucher
Pamela Prior TBWA\RAAD Art Buyer