2020/2021 Winners & Shortlists

Background

We live in a world where borders are closing and walls are being built; where divisions widen as inequality marches on. In South Africa, women are far from free. Safety is at a harrowing low level, and patriarchal, gender abuse is high and normalized. There's no commercial opportunity to be had here. As a brand serving women, how could they address such a raw societal issue? Our objective was to give the brand, a credible and authentic entry point into addressing issues as raw and emotional as abuse and rape. This was not about commercial opportunity, this was about contributing to society and depositing value in a meaningful, impactful way. In a comms world usually defined by brand-first narratives or awash with push-purpose campaigns that fall short, this was about building affinity while delivering contribution and representation. This was about enabling a brand to be a positive change agent.

The Interpretation of the Challenge (30% of vote)

Brands have never been easier to ignore. The world is loud. This challenge is beyond demanding attention from viewers, but how do we credibly have a voice in a deep cultural issue? For a brand with women at its heart, a brand that stands for all women - this should be easy, right? But the category is built on mistrust, driven on price and of low consideration in South Africa. Insurance is an afterthought when something happens and a post crime service met with heartbreak, frustration, and administration. We wanted to move 1st for Women from insurance to assurance and position them as a brand that listens, understands their audience, and the issues, beyond insurance that they face every day.

The Insight / Breakthrough Thinking (30% of vote)

Finding new ways for brands to matter in today's world is an integral part of our belief. So our project started with a workshop lazer-focused on understanding what the brand wanted to achieve While written data reveals a harrowing level of abuse - 1in3 women will be sexually attacked. Finding the humanity behind these stats was integral to the work. We spent weeks on-ground listening and speaking to women from all echelons of society. Our breakthrough came when we asked...“Have you, or anyone you know, been to subject to gender-based violence or rape in any way” a staggering amount answered “Not Yet”. Two words that collectively define the expectation of abuse in South Africa. If "Not Yet" was the issue. We needed to know the "Why". Following this, we spent over two months speaking to friends, family, and community leaders to find the right women to participate in the Documentary.

The Creative Idea (20% of vote)

We needed a clear shift from a marketing mindset to an entertainment mindset that builds association, affinity, and contribution to culture. And in the advertising space, the documentary format, done responsibly, allows for an unparalleled level of authenticity and audience connection. Womanhood is a 22-minute film that looks at the underlining patriarchal societal issues that contribute to the normalization of abuse. Viewed through the lens of a series of themes, it's a tapestry of experience and stories, told through up to 35 interviews. The film delicately navigates the complexities of being a woman in South Africa and shines a light on the previously unaddressed issue of where women find themselves right now. Compelling and deeply raw at times, the film also offers hope and asks for a more positive future through unity and support.

The Outcome / Results (20% of vote)

1st for women became allies in the hardest of times, we gave them credibility in an area brands find hard to navigate, giving assurance in a category defined by mistrust. We showed the audience the category can have meaning beyond direct messaging and the clichéd humor and mascot ads that dominate that market. And we didn’t stop there, to truly stand by the trans-community, and go beyond lip-service and ‘woke’ purpose, our work led to 1st for women making a landmark decision to amend its female insurance policies to include "all women" regardless of gender at birth. And while we may calculate the thousands of online views, the hundreds of screenings, the PR, the posts, the comments. Beyond any KPI or metric, after watching this film, if one man thinks differently about rape & abuse, or one woman feels unity and hope, we've had impact and made work that matters.