2017 Winners & Shortlists

The Campaign

Transforming X-Ray films of women who suffered from violence into playable vinyl music records to raise awareness about violence against women.

Creative Execution

The Sound of Violence was produced to be the sound of women who can’t raise their voices. We collaborated with Turkey’s most famous female singers such as Sezen Aksu, Nilüfer, Nazan Öncel, Zuhal Olcay, Aylin Asl?m, ?ebnem Ferah... And they created a special song for the project called ‘We are the women’. The song is recorded on the original X-ray films of women who have suffered from domestic violence. The sound recording process was hand-crafted by a traditional vinyl artisan. 500 copies -each being a proof of domestic violence- were recorded and sent to politicians, reporters and opinion leaders of Turkey.

Describe the success of the promotion with both client and consumer including some quantifiable results

The Sound of Violence project immediately grabbed the attention of the social media. Besides the design and advertising blogs, as the leading influencers of Turkey joined the conversation, the project became even more vocal on all online and traditional media channels and reached more than 500.000 people in just three days.

Explain why the method of promotion was most relevant to the product or service

Our project was created to activate opinion leaders to speak more about the violence against women subject and created public opinion in the country.

Violence against women is a problem that takes place regardless of the social, financial or educational background of the victim and or perpetrator. So, we had to reach the largest amount of people from different parts of the country. Bur it was not enough. We had to give our message in a very convincing way. As celebrity culture is so strong in Turkey, we decided to turn the most influential names in the country into our advocates. To do this, we decided to create a new and very unique form of direct mailing that reflects our message not only through but also within.