The campaign was launched on Anghami, the most popular music platform in the region. It used music as a medium to communicate a serious and powerful message.
Background
In Lebanon, it was legal for men to domestically abuse their wives until 2014.
It took 29 deaths to change that.
Now that it’s illegal, ISF (Internal Security Forces) wanted to raise awareness about their helpline for cases of domestic abuse; and encourage people to report them, rather than covering them up.
The objective was to create a powerful campaign that changes people's mentality that domestic arguments are a private matter between a man and a wife, no matter how violent and dangerous they get.
Describe the creative idea / insights (30% of vote)
Our idea was to layer recognized music tracks with sounds of domestic violence, in order to create a similar effect that a child experiences in a violent household.
Describe the strategy (20% of vote)
We knew that in cases of domestic abuse, often the impact of the violence extends beyond the physical victim. So we turned to the other victims in the family, the ones who bear witness as a helpless audience. The kids. We found out that most children, to isolate themselves from the problem, they turn to distractions. Like Music.
Our strategy was to place the audience in the place of the child that is using the music to cover up the abuse in his households.
Describe the execution (20% of vote)
Using data from Anghami, we picked 4 of the most listened to tracks and turned them into something haunting.
By embedding real stories of domestic abuse into the songs and remixing real sounds of violence into the beat and percussions, we created song covers that made sure the issue of domestic abuse in Lebanon, could no longer fall on deaf ears.
The campaign was launched on February 1st for two weeks on Anghami, the most popular music platform in the region.
List the results (30% of vote)
2 million people heard our ads on the Anghami platform.
In one week the number of calls to ISF Helpline increased by 30%.
An overall awareness about the ISF Helpline went up by 40%.