Brand | UN WOMEN |
Product/Service | VIOLENCE AGAINST WOMEN IN EGYPT |
Entrant | FP7/CAI Cairo, EGYPT |
Category | Charities, Public Health, Safety & Awareness Messages |
Entrant Company
|
FP7/CAI Cairo, EGYPT
|
Advertising Agency
|
FP7/CAI Cairo, EGYPT
|
Media Agency
|
INITIATIVE Cairo, EGYPT
|
Brief Explanation
47% of married Egyptian women suffer from domestic violence and 99% of Egyptian women suffer from sexual harassment. And because females prefer to stay silent out of shame, they often don’t report it. Same goes for witnesses trying to mind their own business.
Hence, violence against women became a reality society is used to instead of an abnormality they’re trying to fix.
A campaign launched by UN Women to face society with its own doing. It normalized assault just like society does through the use of fairytales to capture the cycle of violence feeding on people’s silence. The aim was to provoke a reaction and push people to end the cycle of silence by speaking up.
Results and Effectiveness
The campaign took social media platforms by storm. It had 3M reach and 5M impressions. The campaign was covered by 36 online portals and it gained about $400K worth earned media. What started as a billboard campaign ended with women marching the streets of Cairo urging more women to speak up. And calls reporting violence increased by 25%
Creative Execution
Outdoor launched first, to get people to talk about the campaign, followed by TVC, and Radio.
Outdoor illustrated what women go through behind closed doors, in key locations across Egypt. By day billboards showed a regular woman. By night, when backlit, bruises appear, changing the meaning of the story. And it keeps repeating like the cycle of violence.
TV addressed different types of violence in form of fairytales in denial of reality. The use of projections served as a mirror to society showing the consequence of silence on women.
Radio further confronted society with those shocking fairytales least expected.
Insights, Strategy and the Idea
The target was not just women, who are subject to violence, but society at large - everyone who witnesses violence against women and stays silent. The campaign showed how ignoring violence can be cancerous to society. The only way-out is by speaking up and confronting the problem.
So the campaign had to air on different mediums to have a proper impact, reaching Egyptians across different governorates in Egypt.
Credits
Ahmed Hafez Younees |
FP7/CAI |
Executive Creative Director |
Marwan Younis |
FP7/CAI |
Creative Director |
Mariam Ibrahim |
FP7/CAI |
Art Director |
Sandra Riad |
FP7/CAI |
Senior Copywriter |
Reem Hashem |
FP7/CAI |
Graphic Designer |
Marize Sami |
FP7/CAI |
Group Account Director |
Ola El Adly |
FP7/CAI |
Senior Account Executive |
Moustafa El Dabbagh |
FP7/CAI |
Planning Manager |
Abdelrahman Abou Zeid |
FP7/CAI |
Senior Copywriter |
Heba Radwan |
FP7/CAI |
Head of Production |
Mahmoud Enayet |
FP7/CAI |
Post Production Supervisor |
Inas Nagy |
FP7/CAI |
TV Producer |
Ashraf Hosafy |
|
TV Producer |
Andrew McNally |
Lucan Visuals |
Lucan Director |
Wian Van Bergen |
Lucan Visuals |
Creative Director |
Grant Birch |
Lucan Visuals |
Lucan Offline Editor/Technical Manager |
Werner Uys |
Lucan Visuals |
Lucan Producer (Production/Post- Production) |
Stuart Wilson |
Lucan Visuals |
Lucan Online Editor |
Matthew Dickinson |
Lucan Visuals |
Lucan Composing/Sound Design |